The Influence of Brand Image, Product Quality, And Price on Purchase Intention for Milo Products
DOI:
https://doi.org/10.55927/fjbes.v2i4.682Kata Kunci:
Brand Image, Product Quality, Price, Purchase IntentionAbstrak
Focusing on prospective consumers located within DKI Jakarta, this academic inquiry applied a causal-quantitative framework to determine the extent to which corporate reputation, merchandise excellence, and monetary expense dictate the willingness of buyers to acquire Milo goods. To gather the requisite insights, exactly 160 participants were enlisted through a purposeful, non-random selection strategy, with distributed polling forms functioning as the chief mechanism for extracting their inputs. Subsequently, the information was computationally evaluated using SmartPLS iteration 4.0, facilitating the execution of Partial Least Squares Structural Equation Modeling (PLS-SEM). The resulting statistical evidence definitively confirms a meaningful, favorable correlation linking all three examined factors to the shoppers' readiness to purchase. Among these drivers, the caliber of the commodities stood out as the most dominant predictor, succeeded in magnitude by the public's perception of the trademark, while the financial cost exerted the smallest yet still relevant effect.
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Hak Cipta (c) 2026 Muhammad Raka Alghifari, Shinta Rahmani
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