The Influence of Product Quality, Price and Electronic Word of Mouth on Purchase Intention on School Uniforms at the Rafly Jaya Shop Bandung during the Pandemic Covid-19

Abstract

The purpose of this research is to find the right marketing strategy so that the Jaya Rafly shop
can develop and compete with other uniform shops in Bandung. Rafly Jaya is a company
engaged in the retail industry for school uniforms and office uniforms in the city of Bandung.
Sales of school uniforms have decreased during the Covid-19 pandemic. The authors examine
product quality, price, electronic word of mouth on the interest in buying school uniforms at the
Rafly Jaya store in Bandung during the Covid-19 pandemic. The sample in this study were 100
female and male respondents who live in the city of Bandung by distributing questionnaires
online. Data analysis using Partial Least Square (PLS). The results of this study are that price
has a significant effect on purchase intention (4,256), Product Quality has a significant effect on
purchase intention (4,404), and Electronic Word of Mouth has a significant effect on purchase
intention based on the results of the calculation of VAF 1 (20.75%). ) and VAF 2 (53.02%) this
means that partial mediation in this research model can be interpreted that EWOM has a partial
or incomplete mediation role in the two predictor variables, namely the formation of perceptions
of price product quality.