LUXURY BRAND PERCEPTION FOR BUILDING PURCHASE INTENTION
Dian Herdiana Utama; Rifki Candra Nugraha; Ratih Hurriyati; B Lena Nuryanti

Universitas Pendidikan Indonesia

Abstract

The study was conducted to know the effect of luxury brand perception on purchase intention. This study was conducted over a period of less than one year, the research design used was cross sectional method. This research uses descriptive and descriptive approach with explanatory survey method. A total of 370 respondents as a sample using simple random sampling. Questionnaire research is used as a research instrument to collect data from respondents and data analysis techniques used are simple linear regression. Findings in this study the perception of luxury brands has been applied effectively and thoroughly categorized well

Keywords: BRAND, PERCEPTION, PURCHASE INTENTION

Topic: Marketing Management