Pengaruh Bauran Pemasaran dan Brand Image Terhadap Minat Beli Produk Erigo

Shantalia, Esther Dwi (2023) Pengaruh Bauran Pemasaran dan Brand Image Terhadap Minat Beli Produk Erigo. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to determine the effect of the marketing mix and brand image on people's buying interest in buying Erigo products. The data used in this study are primary and secondary data. The population in this study are people who follow Erigo's social media accounts. The sampling technique used is a quantitative method and obtained 135 respondents or people. Hypothesis testing is done by multiple regression analysis. And the results of this study indicate that the marketing mix and brand image affect the interest in buying Erigo products. The results of this study indicate that the marketing mix variable has a positive and significant effect on the intention to buy Erigo products, then the Brand Image variable has a positive and significant effect on the purchase intention variable and the marketing mix variable and Brand Image has a positive and significant effect on purchase intention. Keywords: Marketing Mix, Brand Image, Buying Interest.

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