PENGARUH PRODUCT KNOWLEDGE DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA PEMBELIAN PERAWATAN WAJAH MEREK POND’S DI KOTA SAMARINDA

Abstract

: The Influence of Product Knowledge and Brand Image on Purchase Intention When Purchasing Facial Care Brand Pond's in Samarinda City. Under the guidance of Mrs. Rina Masithoh Haryadi as 1st advisor and Mrs. Camelia Verahastuti as 2nd advisor.

The purpose of this research was: 1) To determine and analyze the influence of product knowledge on purchase intention to purchase facial care brand Pond's in the city of Samarinda. 2) To determine and analyze the influence of brand image on purchase intention to purchase facial care brand Pond's in the city of Samarinda. 3) To determine and analyze the influence of product knowledge and brand image together on purchase intention to purchase facial care brand Pond's in the city of Samarinda.

The data collection method in this research was through distributing questionnaires aimed at consumers of Pond's brand facial care in the city of Samarinda. The samples taken were 120 respondents. The analysis used in this research is multiple linear regression. The processed data is then processed using SPSS version 29 application tools.

The research results show that 1) The product knowledge variable has a significant effect on purchase intention when purchasing Pond's brand facial care in Samarinda City so H1 is accepted; 2) The brand image variable has a significant effect on purchase intention when purchasing Pond's brand facial care in Samarinda City so H2 is accepted; 3) Product knowledge and brand image together have a significant influence on purchase intention when purchasing Pond's brand facial care in Samarinda City so H3 is accepted..