PENGARUH KUALITAS PRODUK, BRAND TRUST, DAN KELOMPOK REFERENSI, TERHADAP MINAT BELI SEPEDA MTB POLYGON PADA KOMUNITAS GOWES DI PONOROGO

This study aims to determine the effect of product quality, brand trust, and reference groups on interest in buying MTB Polygon bicycles in the Gowes community in Ponorogo. The method in this study uses a quantitative method. Data were obtained in this study by distributing questionnaires containing written statements to respondents and tools for analyzing using the SPSS 26 software application. The population taken in this study was the cycling community in Ponorogo. The determination of the sample for this study was 100, using the accidental sampling method. The results of this study state that: (1) There is a positive and partially significant influence between Product Quality on the intention to buy MTB Polygon bicycles in the cycling community in Ponorogo, (2) There is a positive and partially significant influence between Brand Trust on the intention to buy MTB Polygon bicycles in the cycling community in Ponorogo, (3) There is a positive and significant influence partially between the Reference Group on the interest in buying MTB Polygon bicycles in the cycling community in Ponorogo, (4) There is a positive and significant effect simultaneously between Product Quality, Brand Trust, and Group Reference to interest in buying MTB Polygon bicycles in the cycling community in Ponorogo. Keywords : Product Quality, Brand Trust, Reference Group and Purchase Intention