Brand Image, Advertising, and Product Quality Effects on Consina Purchase Intention in Bogor

This study aims to examine the effects of brand image, advertising, and product quality on consumers’ purchase intention toward Consina products in Bogor City. This study employed a quantitative research method, with data collected through questionnaires distributed to 150 respondents who use Consina products. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, and t-tests and F-tests. The results indicate that brand image, advertising, and product quality each have a positive and statistically significant effect on purchase intention. Simultaneously, these three variables also have a significant effect on purchase intention. These findings suggest that strengthening brand image, implementing appropriate advertising strategies, and improving product quality can increase consumers’ purchase intention toward Consina products in Bogor City.