PENGARUH PRODUCT KNOWLEDGE, PERCEIVED QUALITY, PERCEIVED RISK, DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PADA MOTOR KAWASAKI NINJA 250 FI DI KOTA SEMARANG

Abstract

T his study aims to examine the factors affecting purchase intention. These factors are namely product knowledge, perceived quality, perceived risk, perceived value. T he population in this study were all people who knew but had never bought a Kawasaki Ninja 250 Fi motorcycle product, who lived in Semarang City. The sample was selected  using  purposive  sampling  method.  Based  on  the  criteria  that  have  been determined, obtained a sample of 100 respondents. The data analysis technique used in this study is multiple linear regression. The results showed that product knowledge and perceived value had a positive and significant effect  on  purchase intention.  Meanwhile perceived  quality and  perceived  risk are not significant to purchase intention.