Role of Hunger Marketing, Brand Image, and Price for Enhancing Purchase Intention

Abstract

The study aims at identifying the influence of Hunger Marketing, Brand Image, and Price on Xiaomi smartphone Purchase Intention. The number of the samples that has been selected for the study is 105 respondents in Jakarta, Indonesia. Meanwhile, for the data gathering, the technique that has been adopted is survey by means of questionnaire distribution. The results of the study show that both partially and simultaneously the variable Hunger Marketing, Brand Image, and Price have influence on the Purchase Intention of Xiaomi smartphone. The statement is confirmed by the results of the simultaneous test (F-test) and the partial test (t-test) that show the significance value of the three independent variables and the significance value of the three independent variables also support the hypotheses that have been proposed. Therefore, it can be concluded that there is simultaneous influence from the variable Hunger Marketing, Brand Image, and Price on the Purchase Intention of Xiaomi smartphone in Jakarta.

Keywords: Hunger Marketing, Brand Image, Price, Purchase Intention

DOI: 10.7176/JMCR/91-02

Publication date: November 30^th 2023