The Effect of Customers Price Perception, Perceived Quality and Brand Image Toward Customer Purchasing Intention in Shoe Industry
Dini Ika Septiani (a*) , Rendra Chaerudin (b)
School of Business and Management, Bandung Institute of Technology
Abstract
Despite the higher contribution of Micro Small Medium Enterprise (MSME) in Indonesia economic growth most of MSME-s In Indonesia has a problem to scale up their business. An Intense competition become one of the reasons. In order to capture the current market a company should concern to determine the consumer purchase intention. However, customers purchase intention is a complex process. It is known that customers- price perception, perceived quality, and brand Image are factors that influence the purchasing intention of the product. The absence of owner knowledge in knowing customer perception toward the brand indicate to cause the low of customer intention to buy the product. This study discusses about the effects of Customers- Price Perception, Perceived Quality, and Brand Image on purchase intentions toward local shoe brand in Bandung, Indonesia with Micro, Small and Medium Enterprise Scale. The research using non-probability sampling data collection technique using slovin formula with error 10% with female respondents domiciled in Bandung and Jakarta. Results of this study show that Customers- Price Perception, Perceived Quality, and Brand Image has a significant result on purchase intentions in local shoe brand in Bandung.
Keywords: purchasing intention, perceived quality, price perception, brand image, perception
Topic: Management