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All Journal EKOMABIS: Jurnal Ekonomi Manajemen Bisnis
Enur Hotimah
Program Magister Manajemen Universitas Pelita Bangsa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Promosi dan Testimoni Terhadap Minat Beli Produk Lyfira Hijab Dimediasi oleh Kepercayaan: The Influence of Promotions and Testimonials on Purchase Intention of Lyfira Hijab Products is Mediated by trust Iqbal Varian Sembada; Bustam Bustam; Enur Hotimah
EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Vol. 3 No. 01 (2022): Ekomabis Edisi Januari 2022
Publisher : LPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/ekomabis.v3i01.276

Abstract

Penelitian ini bertujuan untuk mengetahui promosi dan testimoni berpengaruh terhadap minat beli dan kepercayan sebagai variabel mediasi. Metode penelitian ini menggunakan pendekatan kuantitatif dengan melakukan penyebaran kuesioner sebanyak 100 konsumen. Penelitian ini memberikan hasil bahwa promosi berpengaruh signifikan terhadap minat beli melalui variabel mediasi kepercayaan dan testimoni tidak mempengaruhi minat beli. The purpose of the study was to determine the effect of promotions and testimonials on buying interest and trust as mediating variables. The method in this study uses a quantitative approach by distributing questionnaires to 100 consumers. The results of this study indicate that promotion has a significant effect on buying interest through the mediating variable of trust and testimony has no effect on buying interest.
Co-Authors Bustam Bustam Iqbal Varian Sembada