Influence of Brand Image, Perceived Price, and Word of Mouth on Buying Intention of Lunio Design Products

Abstract

The creative industry is an important factor in creative economic activities. This research aims to analyze the influence of brand image, price perception, and word-of-mouth on purchase intentions for Lunio products. This study uses a quantitative approach by distributing questionnaires to respondents to test the effect of the independent variables on the dependent variable. The independent variables used in this research are brand image (X1), price perception (X2), and word-of-mouth (X3), while the dependent variable is purchase intention (Y). The research population is potential client candidates according to the predetermined characteristics, namely the age range of 15–16 years, high school grades 10–12, and attending private high schools in Surabaya. Lunio sampling used a purposive sampling technique with a total sample of 100 people. This study uses the multiple linear regression analysis method. The conclusion from this study is that brand image is an important variable that greatly influences the intention to buy Lunio Design products, and the price perceptions variable influences the intention to buy Lunio Design products, but the level of significance is not as big as the other two variables, namely brand image and word-of-mouth. Word-of-mouth is an important variable that greatly influences the intention to buy Lunio Design products. Keywords: Brand image, Price Perceptions, Word of mouth, Buying intention