Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Publikasi Ilmu Manajemen
Zsazsa Baziska Ulitama
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Pengaruh Persepsi Harga, Kualitas Produk, Promosi Dan Citra Merek Terhadap Minat Beli Zsazsa Baziska Ulitama; Desy Prastyani
Jurnal Publikasi Ilmu Manajemen Vol. 2 No. 4 (2023): Desember: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v2i4.2768

Abstract

The more the times and the more sophisticated technology, the more widespread the application of human lifestyle in everyday life. This study aims to determine the effect of price, product quality and promotion on buying interest mediated by brand image on the Levi's brand. This research method uses a type of causal research using (SEM-PLS). The results of hypothesis analysis show that perceived price, product quality, and promotion have a significant positive effect on brand image, and perceived price and product quality also have a significant positive effect on purchase intention. However, there is no significant support for the relationship between promotion and purchase intention, and brand image does not act as a mediating variable between perception and purchase intention. In conclusion, marketing strategies need to focus on building brand image through perceived price, product quality, and promotion, while evaluating alternative ways to directly link brand image with purchase intention. The managerial implication is the importance of focusing on marketing strategies that build brand image through perceived price, product quality, and promotion, and the need to explore ways to directly link brand image with consumer purchase intention.
Co-Authors Desy Prastyani