PENGARUH PERSEPSI HARGA DAN PENGETAHUAN PRODUK TERHADAP MINAT PEMBELIAN PEMBALUT WANITA DENGAN CITRA MEREK SEBAGAI INTERVENING (STUDI KASUS PEMBALUT HERBAL AVAIL)

Maesaroh; The Influence of Price Perception and Product Knowledge on Sanitary Napkin Purchase Intention with Brand Image as Intervening Variable (Case Study Avail Herbal Sanitary Napkin). Thesis, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purpose of this study are: 1). Determine the significant effect of price perception on brand image of Avail herbal sanitary napkin. 2). Determine the significant of price perception on purchase intention Avail herbal sanitary napkin. 3). Determine the significant of product knowledge on the brand image of Avail herbal sanitary napkin. 4). Determine the significant of product knowledge on purchase intention Avail herbal sanitary napkin. 5). Determine significant of brand image on purchase intention Avail herbal sanitary napkin. 6). Determine significant of price perception on purchase intention through brand image as intervening variable on Avail herbal sanitary napkin. 7). Determine significant of product knowledge through brand image as intervening variable on Avail herbal sanitary napkin. Methods of data collection using survey method. The object of this research is 250 female students of Faculty of Economics, State University of Jakarta. Data analysis using SPSS and LISREL to process and analyze data of research result. The result of hypothesis testing shows all the variables significantly influence the purchase Intention (t-value > 1,96). Key words : price perception, product knowledge, brand image, purchase intention