Pengaruh Brand Image Produk Terhadap Minat Beli Baju Polos Gildan Yang Di Moderasi Oleh Online Marketing (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta)

Gamaskamoro, Dean and , Prof. Dr. H. M. Wahyuddin, M.S. (2021) Pengaruh Brand Image Produk Terhadap Minat Beli Baju Polos Gildan Yang Di Moderasi Oleh Online Marketing (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of brand image on Gildan tshirt buying interest through the online marketing as an intervening variable. The population in this study werestudent college of Muhammadiyah Surakarta University. The sampling technique in this study uses non propability sampling by using Accidential Sampling or providing a link to fill out a questionnaire using Google Form. The number of samples in this study were 100 respondents. Analysis of the data in this study is to use the Path Analysis test with SPSS version 20. Where the variables used in this research are brand image, buying interest, and online marketing. The results showed that brand image had a significant positive effect on buying interest, brand image had a significant positive effect on online marketing, online marketing had a significant positive effect on buying interest, brand image had a significant positive effect on buying interest mediated by online marketings. It can be concluded that the results of the study prove that the online marketing has a role as an intervening variable between brand image and buying interest.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Image, Purchase Interest,Online Marketing.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DEAN GAMASKAMORO
Date Deposited:	20 Feb 2021 02:28
Last Modified:	20 Feb 2021 02:28
URI:	http://eprints.ums.ac.id/id/eprint/89750

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