SOCIAL INFLUENCE AND PERCEIVED QUALITY IN THE PURCHASE INTENTION OF NATIONAL PRODUCTS

Abstract

This work investigates the influence of perceived quality and social influence on the purchase intentions of national products. Previous research has determined that purchase intent is critical in modern marketing as a predictive tool for sales, perceived quality positively drives brand value, and social influence can lead to consumer adoption of the same products and services. Therefore, an information survey was carried out through a structured survey that measures the analysis variables using reagents. With this information, a linear regression model was made; This method estimates the impact of these variables on the Purchase Intention of national products. The findings have established that social influence and perceived quality have a positive and significant effect on the purchase intention of national products.