Pengaruh Promosi Penjualan Terhadap Minat Beli Pakaian Matahari Departement Store di Kota Solo dengan Brand Image Sebagai Variabel Mediasi

Adriana, Dina Lutfia and , Soepatini, S.E., M.Si., Ph.D. (2021) Pengaruh Promosi Penjualan Terhadap Minat Beli Pakaian Matahari Departement Store di Kota Solo dengan Brand Image Sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of sales promotion on buying interest clothes matahari departement store in Solo city with brand image as an intervening variable. The population of this research is the people aged 17 years and older in the Solo city who have never bought clothes at matahari departement store and the research sample is 106 respondents. The type of data used in this study is primary data. Methods of collecting data with a questionnaire via google form. The analytical tool used to test the hypothesis uses SmartPLS 3.0. the results of this study indicate that the variable sales promotion has a significant positive effect on buying interest, the variable sales promotion has a significant positive effect on brand image, the variable brand image has a significant positive effect on buying interest, and the variable brand image mediates sales promotion on buying interest has a significant positive effect on buying interest.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	sales promotion, buying interest, brand image
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User:	DINA LUTFIA ADRIANA
Date Deposited:	13 Aug 2021 07:17
Last Modified:	13 Aug 2021 07:17
URI:	http://eprints.ums.ac.id/id/eprint/93051

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