ANALISIS MARKETING CAPABILITY, CUSTOMER ENGAGEMENT, CUSTOMER PERCEPTION DAN PURCHASE INTENTION PRODUK BIHUN JAGUNG “PADAMU”SURABAYA

MARIA WIDYASTUTI
STEVASYA CHANGDA

Jurnal Keuangan dan Bisnis
Vol. 17 No. 2 (2019): Jurnal Keuangan dan Bisnis Volume 17 No. 2, Edisi Oktober 2019

This research was made to identify the effect of Marketing Capability, Customer Engagement, Customer Perception toward Purchase Intention on Bihun Jagung “Padamu” Products in Surabaya. This research was carried out by distributing questionnaires to 75 respondents who knew the corn vermicelli “Padamu” product. The analysis technique used in this study is quantitative with a non- probability sampling method that is purposive sampling. The results of this study indicate that Marketing Capability, Customer Engagement, Customer Perception have a strong influence toward Purchase intention