The Effects of Price and Brand Image on Purchase Intention: An Empirical Study of ASUS ROG Product Brand

Abstract

This study aims to investigate the effect of price and brand image which influence the consumers’ purchase intention of ASUS Republic of Gamers (ROG) product brand. This study implements price and brand image as the independent variable that influence purchase intention. This study applied the descriptive research design, and the data collection was performed using an online survey method. The respondents comprised of 113 consumer who intend to purchase a new gaming notebook device within one year. The analysis of empirical data and the hypothesis was performed using the SPSS software package. The findings indicated that price and brand image significantly influence consumer’s purchase intention of ASUS ROG.