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All Journal JURNAL HUTAN LESTARI PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS
Muhammad Sardi
Fakultas Kehutanan Universitas Tanjungpura PontianakJalan Imam Bonjol 78124
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Journal : PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS

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THE INFLUENCE OF PRODUCT DIVERSITY, BRAND IMAGE, LIFESTYLE AND PROMOTION IN IMPLEMENTING CONSUMER BUYING INTEREST AT SALON SANS WELLNEESS BATAM Firmanda, Rizki; Izjumadillah, Izjumadillah; Roslinawati, Dina; Sardi, Muhammad; Hendra, Hendra; Kurniawan, Harie
PENANOMICS: International Journal of Economics Vol. 3 No. 2 (2024): Agustus
Publisher : Yayasan Pusat Cendekiawan Intelektual Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56107/penanomics.v3i2.179

Abstract

This study aims to analyze the relationship between product diversity, brand image, lifestyle, and promotion with consumer purchase interest at Salon Sans Wellness Jodoh Batam, both individually and collectively. The population of this research consists of all consumers of Salon Sans Wellness Jodoh Batam, totaling 400 in January. A sample of 80 respondents was selected using the accidental sampling technique. The results indicate a significant positive influence of product diversity, brand image, lifestyle, and promotion on consumer purchase interest. Based on multiple regression analysis, brand image is found to be the most influential factor on consumer purchase interest. Additionally, the research instruments met the validity and reliability requirements. These findings highlight the importance of brand image in shaping consumer purchase interest.
Co-Authors Eri anto Firmanda, Rizki Hendra Hendra Izjumadillah, Izjumadillah Kurniawan, Harie Roslinawati, Dina Sarma Siahaan