Identification of Factors Influence Purchase Intention Towards Customers of CV. Aurora Tiga Sinergi

Abstract

This study aims to determine the factors that affect the purchase intention towards customers of CV. Aurora Tiga Sinergi. Company used as object in this research is company sales cattle feed product under the brand Livepro. This research uses qualitative method with data collection technique through semi-structured interview. Interviews were conducted with four informants consisting of two customers, one marketing expert and one corporate facilitator. Documentation is done with audio recording and photo, and for the validity and reliability of this research data is tested by member check method. The result shows that there are five factors affecting purchase intention of Livepro, including price, product quality, promotion media, customer service, and network.