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Rusyani, Erni
Universitas Pasundan
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Neuroscience Social Sciences Other

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Marketing Strategy, Brand Image on Consumer Purchase Interest Erni Rusyani
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5513

Abstract

The purpose of this study is to examine the impact of marketing strategy and brand image on consumer interest in purchasing garments at the Quenza bella fashion Muslim shop. The study's demographic consists of all people aged 17 and above in Tasik City who have purchased Quenza bella fashion Muslim clothing, with a total of 39 respondents. Primary data is the sort of data used in this investigation. Data collection methods using a google form questionnaire. SmartPLS 3.0 is the analytical instrument that was utilized to test the hypothesis. The results of the study show that Brand image has an important positive influence on buying attention, sales strategy has an important positive influence on brand image, and sales strategy does not affect buying attention.
Co-Authors Atty Tri Juniarti Azhar Affandi Ellen Rusliati H. M. Sidik Priadana Hery Widijanto Moh. Sidik Priadana Mulyaningrum Mulyaningrum Mulyanto, Ferry Nany Djuhriah Rudiatna, R Dudi Slamet Ardyanto Sumanti, Nur Alia Taufani Chusnul Kurniatun Umban Adi Jaya Yusuf Arifin