Analisis Pengaruh Brand Image, Price Fairness, Perceived Value, Dan Perceived Quality Terhadap Satisfaction Dan Purchase Intention Pada Pengguna Produk Eiger Di Kota Samarinda --Ed. 1

ABTRACT
The purpose of this paperis to analyse the influence of Brand Image, Price
Fairnesss, Perceived Value and Product Quality to Satisfaction and Purchase
Intention. This study uses a quantitative approach using path analysis whis is
processed with IBM SPSS Statistic 23software and Structural Equation Model
(SEM) with software IBM AMOS 5.0. This study used a sample of 120 people
taken from a number of Eiger product users in the city of Samarinda.The
measurement scale uses a Likert with a score of 1-5.
Based on the structural model,it can be proven that Brand Image,Perceived
Value, and Product Quality have a significant effect on Satisfaction; Price
Fairness does not have a significant effect on Satisfaction; Price Fairness and
Satisfaction have a significant effect on Purchase Intention; Brand Image,
Perceived Value and Product Quality have no significant effect on Purchase
Intention.
Keywords: Brand Image, Product Quality, Perceived Value, Price Fairness,
Satisfaction, Puchase Intention
ABSTRAK
Penelitian ini bertujuan untuk menganalisa pengaruh Brand Image, Price
Fairness, Perceived Value, dan Product Quality terhadap Satisfaction dan
Purchase Intention. Penelitian ini menggunakan pendekatan kuantitatif dengan
menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23
dan Structural Equation Model (SEM) dengan software IBM AMOS 5.0.
Penelitian ini menggunakan sampel sebanyak 120 orang yang diambil dari
Pengguna dari produk Eiger di Kota Samarinda. Skala pengukuran
menggunakan skala Likert dengan skor 1-5.
Berdasarkan model structural dapat dibuktikan bahwa Brand Image,
Perceived Value, dan Product Quality berpengaruh signifikan terhadap
Satisfaction; Price Fairness tidak berpengaruh signifikan terhadap Satisfaction;
Price Fairness dan Satisfaction berpengaruh signifikan terhadap Purchase
Intention; Brand Image, Perceived Value dan Product Quality berpengaruh tidak
signifikan terhadap Purchase Intention.
Kata Kunci: Brand Image, Product Quality, Perceived Value, Price Fairness,
Satisfaction, Puchase Intention.