标题：THE EFFECT OF WORD OF MOUTH, PRICE PERCEPTION, BRAND IMAGE AND TRUST ON PURCHASE DECISION USING PURCHASE INTENTION AS AN INTERVENINGVARIABLE (Study at Middle Class Housing in Semarang)
期刊名称：IJIBE (International Journal of Islamic Business Ethics)
印刷版ISSN：2502-0633
电子版ISSN：2502-4647
出版年度：2017
卷号：2
期号：3
页码：1-12
DOI：10.30659/ijibe.2.3.1-12
出版社：Fakultas Ekonomi Universitas Islam Sultan Agung
摘要：This study aims to analyze the effect of word of mouth, price perception, brand image and trust on purchase intention and to analyze the effect of word of mouth, price perception, brand image, trust and purchase intention upon purchase decision of middle class housing in Semarang.The sample used in this study was 100 people.Techniques used in analyzing the data were descriptive analysis and multiple linear regression analysis.Based on the results of the analysis, it can be concluded that: 1) word of mouth has a significant effect on purchase intention of middle class housing in Semarang, 2) price perception has a significant effect on purchase intention of middle class housing in Semarang, 3) there is a significant effect of brand image upon purchase intention of middle class housing in Semarang, 4) there is a significant effect of trust on purchase intention of middle class housing in Semarang, 5) word of mouth has a significant effect upon purchase decision of middle class housing in Semarang, 6) price perception gives a significant effect on purchase decision of middle class housing in Semarang, 7) there is a significant effect of brand image upon purchase decision of middle class housing in Semarang, 8) ) there is a significant effect of trust on purchase intention of middle class housing in Semarang, and 9) purchase intention can intervene the effect of word of mouth, price perception, brand image, trust and buying interest upon purchase decision.
其他摘要：This study aims to analyze the effect of word of mouth, price perception, brand image and trust on purchase intention and to analyze the effect of word of mouth, price perception, brand image, trust and purchase intention upon purchase decision of middle class housing in Semarang. The sample used in this study was 100 people. Techniques used in analyzing the data were descriptive analysis and multiple linear regression analysis. Based on the results of the analysis, it can be concluded that: 1) word of mouth has a significant effect on purchase intention of middle class housing in Semarang, 2) price perception has a significant effect on purchase intention of middle class housing in Semarang, 3) there is a significant effect of brand image upon purchase intention of middle class housing in Semarang, 4) there is a significant effect of trust on purchase intention of middle class housing in Semarang, 5) word of mouth has a significant effect upon purchase decision of middle class housing in Semarang, 6) price perception gives a significant effect on purchase decision of middle class housing in Semarang, 7) there is a significant effect of brand image upon purchase decision of middle class housing in Semarang, 8) ) there is a significant effect of trust on purchase intention of middle class housing in Semarang, and 9) purchase intention can intervene the effect of word of mouth, price perception, brand image, trust and buying interest upon purchase decision.
