The Influence of Brand Image, Electronic Word of Mouth, and Perceived Quality on Purchase Intention among Makarizo Consumers (A Survey of Makarizo Product Consumers in Bandung City)

Abstract

This study aims to determine the influence of brand image, electronic word of mouth (e-WOM), and perceived quality on purchase intention among Makarizo product consumers in Bandung City. The method used was descriptive and associative with a quantitative approach. A sample of 96 Makarizo consumers in Bandung City was determined through purposive sampling, and the data were analyzed using multiple linear regression with SPSS version 25. The results show that partially, brand image and electronic word of mouth have no significant effect on purchase intention, while perceived quality has a positive and significant effect. Simultaneously, brand image, electronic word of mouth, and perceived quality have a significant effect on purchase intention among Makarizo consumers in Bandung City, with a coefficient of determination of 72.3%, while the remaining 27.7% is explained by other variables outside this research model.