Value : Journal of Management and Business
Vol. 7 No. 1 (2022): Value : Journal of Management and Business

Pengaruh Promosi Online dan Brand Image terhadap Keputusan Pembelian pada Produk Clothing Whynostalgia di Bogor

Damayanti, Dessyana (Unknown)
Subagja, Febrian Al Rasyid (Unknown)
Haedar, Mohamad Diaz (Unknown)

Article Info

Publish Date
22 Oct 2022

Abstract

Small and medium enterprises (MSMEs) are a significant part of the economy of a country or region (including Indonesia). The development of the MSME sector has an important meaning in encouraging economic growth and reducing the poverty rate of a country. This study aims to determine the effect of online promotion and brand image on purchasing decisions on UMKM Whynostalgia products in Bogor. The data collection method used was the distribution of written questionnaires and the distribution of online questionnaires using Google Forms and path analysis is the data analysis technique used. The results of the analysis show that online promotion and brand image have a partially and simultaneously significant positive effect on purchasing decisions for UMKM Whynostalgia products in Bogor.

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Journal Info
Value : Journal of Management and Business
Website

Abbrev

value

Publisher

Universitas Singaperbangsa Karawang

Subject

Economics, Econometrics & Finance Social Sciences Other

Description

Jurnal ilmiah mengenai bidang ilmu manajemen dan bisnis yang diterbitkan dua kali dalam setahun. Issued by Faculty of Economics, Universitas Singaperbangsa Karawang, Jawa Barat Indonesia, periodically (every 6 months) in March and September with the aim of disseminating information about the study ...