Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Mahasiswa Entrepreneur
Kiptiyah, Zainatul
Unknown Affiliation
Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH DISKON HARGA, BRAND IMAGE DAN PROMOSI TERHADAP MINAT BELI PADA TOKO DINDASAYUDHA THRIFT DI SITUBONDO DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING Kiptiyah, Zainatul; Fandiyanto, Randika; Syahputra, Hendra
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 5 (2025): Mei 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i5.6934

Abstract

This study aims to examine the influence of price discounts, brand image, and promotion on consumer purchase intention at Dindasayudha Thrift Store in Situbondo, with customer satisfaction serving as an intervening variable. The background of this research is grounded in the growing trend of thrifting and the increasing importance of marketing strategies in sustaining and enhancing business competitiveness, particularly among younger consumers. The study employs a quantitative method with a descriptive approach. The sample consists of 98 respondents who are customers of Dindasayudha Thrift Store. Data were collected using a questionnaire and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0 software. The findings reveal that price discounts, brand image, and promotion have a significant impact on customer satisfaction, while brand image and promotion also have a direct influence on purchase intention. Furthermore, customer satisfaction has been proven to act as an intervening variable that strengthens the effect of the independent variables on purchase intention. These findings have practical implications for business practitioners, enabling them to optimize their marketing strategies and enhance customer satisfaction, ultimately leading to increased purchase intention.
Co-Authors Fandiyanto, Randika Hendra Syahputra