PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN SOSIAL MEDIA MARKETING TERHADAP MINAT BELI (Studi Konsumen Produk Fashion Merek Lokal Di Kalangan Mahasiswa UMS)

ASRORI, MOHAMMAD HUSEN and -, Imronudin, S.E., M.Si., Ph.D (2021) PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN SOSIAL MEDIA MARKETING TERHADAP MINAT BELI (Studi Konsumen Produk Fashion Merek Lokal Di Kalangan Mahasiswa UMS). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product quality, brand image, and social media marketing on the interest in buying local brand fashion products among UMS students. The research method used is a method with a quantitative approach used to examine certain populations or samples, namely UMS students. Sampling was done by purposive sampling method with the number of respondents as many as 100 respondents and the data used were primary data in the form of a questionnaire. The data analysis method used is smartPLS 3.0. The results of this study indicate that (1) product quality has no significant effect on buying interest in local brand fashion products. (2) brand image has a positive and significant effect on buying interest in local brand fashion products. (3) social media marketing has a positive and significant effect on buying interest in local brand fashion products.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Product Quality, Brand Image, Social Media Marketing, and Purchase Interest
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MUHAMMAD HUSAIN ASRORI
Date Deposited: 14 Aug 2021 04:18
Last Modified: 14 Aug 2021 04:18
URI: http://eprints.ums.ac.id/id/eprint/93260

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