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<![CDATA[Pengaruh Electronic Service Quality, System Quality, Dan Customer Trust Terhadap Repurchase Intention ]]>
<![CDATA[Zahirah, Anissa]]>;
<![CDATA[Puspaningrum , Astrid]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.07
<![CDATA[The increasing number of businesses has created competition among e-commerce companies. Lazada is one of the largest e-commerce in Indonesia, which has experienced a decline in visitors and received a lot of criticism through social media. This phenomenon indicates a decrease in the repurchase intention of Lazada consumers in Indonesia. This study aims to examine and explain the effect of electronic service quality, system quality, and customer trust on repurchase intention in Lazada e-commerce in Malang City. This type of the research is explanatory research which explains the position and relation between the variables studied through hypothesis testing. This research involved 140 respondents who had made purchases at Lazada e-commerce in Malang City. Sampling used a non-probability sampling technique with a purposive sampling method with the characteristics of domiciled in Malang City and having made a purchase through Lazada e-commerce at least once. This study used SPSS 29 to perform multiple linear regression tests. The results of this study indicate that electronic service quality has a significant effect on repurchase intention, system quality has a significant effect on repurchase intention, and customer trust has a significant effect on repurchase intention in Lazada e-commerce. Abstrak Meningkatnya jumlah pelaku bisnis telah menciptakan persaingan di antara perusahaan e-commerce. Lazada merupakan salah satu e-commerce terbesar di Indonesia yang mengalami penurunan pengunjung dan mendapatkan banyak kritikan melalui media sosial. Fenomena ini menunjukkan adanya penurunan pembelian berulang (repurchase intention) konsumen Lazada di Indonesia. Penelitian ini bertujuan untuk menguji dan menjelaskan pengaruh electronic service quality, system quality, dan customer trust terhadap repurchase intention pada e-commerce Lazada di Kota Malang. Jenis penelitian ini adalah penelitian eksplanatori (explanatory research) yang menjelaskan kedudukan dan hubungan antara variabel-variabel yang diteliti melalui pengujian hipotesis. Penelitian ini melibatkan 140 responden yang pernah melakukan pembelian pada e-commerce Lazada di Kota Malang. Pengambilan sampel menggunakan teknik non-probability sampling dengan metode purposive sampling dengan karakteristik berdomisili di Kota Malang dan pernah melakukan pembelian melalui e-commerce Lazada minimal satu kali. Penelitian ini menggunakan SPSS 29 dengan melakukan uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa electronic service quality berpengaruh signifikan terhadap repurchase intention, system quality berpengaruh signifikan terhadap repurchase intention, dan customer trust berpengaruh signifikan terhadap repurchase intention di e-commerce Lazada.]]>
<![CDATA[Pengaruh Social Media Marketing, Citra Merek Dan Pemberian Hadiah Terhadap Proses Keputusan Pembelian ]]>
<![CDATA[Abidah, Zatu Shani]]>;
<![CDATA[Aryati, Ana Sofia]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.06
<![CDATA[The large number of salt brands on the market means that consumers are faced with many alternative choices during the buying decision process. This study aims to determine the effect of social media marketing, brand image, and gifts on buying decision process for Cap Kapal salt. This type of research is explanatory research which aims to provide an explanation of the position of the observed variable with other variables. This study used a sample of 100 respondents. Sampling in this study used a purposive sampling technique with characteristics including, a minimum age of 18 years, are followers of the Instagram account @garamcapkapal, and have purchased Cap Kapal salt products at least once. Data analysis in this study used the help of the Statistical Product and Service Solution (SPSS) data processing application for Windows 26.0 Version. From the results of this study, can be concluded that the variables Social Media Marketing, Brand Image, and Gifts have a significant and positive influence on Buying Decision Process on Cap Kapal salt products. Abstrak Banyaknya merek garam yang beredar di pasaran membuat konsumen dihadapkan banyak alternatif pilihan saat proses keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, citra merek, dan pemberian hadiah terhadap proses keputusan pembelian garam Cap Kapal. Jenis penelitian ini adalah penelitian eksplanatori yang bertujuan untuk memberikan penjelasan posisi atau kedudukan dari variabel yang diamati dengan variabel yang lain. Penelitian ini menggunakan sampel sebanyak 100 responden. Pengambilan sampel pada penelitian ini menggunakan teknik purposive sampling dengan karakteristik usia minimal 18 tahun, merupakan pengikut (followers) akun Instagram @garamcapkapal, dan pernah membeli produk garam Cap Kapal minimal satu kali. Analisis data dalam penelitian ini menggunakan bantuan aplikasi pengolahan data Statistical Product and Service Solution (SPSS) for windows 26.0 Version. Dari hasil pengujian ini dapat disimpulkan bahwa variabel Social Media Marketing, Citra Merek, dan Hadiah memiliki pengaruh signifikan dan positif terhadap Proses Keputusan Pembelian pada produk garam Cap Kapal.]]>
<![CDATA[Pengaruh Iklan Sosial Media Dan Kredibilitas Selebriti Terhadap Purchase Intention Dimediasi Brand Awareness ]]>
<![CDATA[Yuniza, Anina Tri]]>;
<![CDATA[Prabandari , Sri Palupi]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.18
<![CDATA[This research aims to analyze the influence of social media advertising and the celebrity credibility of NCT Dream on Somethinc skincare products on purchase intention, mediated by brand awareness, among Generation Z in DKI Jakarta. The type of research used in this study is quantitative research. The data collection technique employed in this research is the distribution of questionnaires using a sample of 180 respondents who are Generation Z residents in DKI Jakarta. The analytical tool used is SEM-PLS. The results of the SEM-PLS analysis indicate that social media advertising has a positive and significant impact on purchase intention. Social media advertising also has a positive and significant impact on brand awareness. Celebrity credibility does not affect purchase intention. Celebrity credibility does not affect brand awareness. Brand awareness is capable of positively and significantly mediating the influence of social media advertising on purchase intention. Brand awareness is unable to mediate the influence of celebrity credibility on purchase intention. Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh iklan sosial media dan kredibilitas selebriti NCT Dream pada skincare Somethinc terhadap purchase intention yang dimediasi oleh brand awareness terhadap generasi Z di DKI Jakarta. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah penyebaran kuesioner dengan menggunakan sampel sebanyak 180 responden yang merupakan Generasi Z domisili DKI Jakarta. Alat analisis yang digunakan adalah SEM-PLS. Hasil dari analisis SEM-PLS menunjukan bahwa iklan sosial media berpengaruh positif dan signifikan pada purchase intention. Iklan sosial media juga berpengaruh positif dan signifikan pada brand awareness. Kredibilitas selebriti tidak berpengaruh terhadap purchase intention. Kredibilitas Selebriti tidak berpengaruh terhadap brand awareness. Brand awareness mampu mempengaruhi iklan sosial media terhadap purchase intention secara positif signifikan. Brand awareness tidak mampu memediasi pengaruh kredibilitas selebriti terhadap purchase intention.]]>
<![CDATA[Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening ]]>
<![CDATA[Paulus Jr, Lorenzo]]>;
<![CDATA[Pradana , Bayu Ilham]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.05
<![CDATA[One of the commodities that support Indonesian economy is ornamental fish. Nowadays there are more people having businesses in ornamental fish treatment, one of which is God Product Series. The objective of this research is to identify the effects of price and product quality on customer loyalty with customer satisfaction as the intervening variable. This study finds that price, product quality, and customer satisfaction have direct influences on customer loyalty and that customer satisfaction mediates the effect of price and product quality on customer loyalty, so God Product Series is suggested to keep the prices suitable with the quality of its products. Further, the indirect effect of price is stronger its direct effect, while the direct effect of product quality is stronger than its indirect effect. The practical implications of those findings are the necessity to improve the esthetics and the safety of the products’ packaging into thicker and safer one. Then, the expiry date of the products should be provided so that customers know when to stop the use of the product, in addition to adjusting the product’s prices into an affordable one. Abstrak Salah satu komoditas yang menjadi penopang perekonomian Indonesia adalah ikan hias. Sehingga, semakin banyak masyarakat memulai bisnis mereka di bidang perawatan ikan hias termasuk salah satunya God Product Series. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh harga dan kualitas produk terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening studi kasus pada God Product Series. Hasil penelitian ini menunjukkan bahwa Harga, Kualitas Produk, dan Kepuasan Pelanggan berpengaruh secara langsung terhadap Loyalitas Pelanggan. Kemudian didapatkan bahwa Kepuasan Pelanggan dapat memediasi variabel Harga dan Kualitas Produk terhadap Loyalitas Pelanggan. Berdasarkan penelitian ini, implikasi yang dapat diberikan adalah God Product Series dapat mempertahankan harga yang sesuai dengan kualitas produk. Kemudian, didapatkan pengaruh tidak langsung harga lebih besar dibandingkan pengaruh langsung, dan pengaruh langsung kualitas produk lebih besar dibandingkan pengaruh tidak langsung. Implikasi praktis yang dapat dilakukan antara lain meningkatkan estetika desain kemasan produk, meningkatkan kualitas bahan kemasan menjadi lebih tebal dan aman untuk kemasan. Selain itu, mencantumkan batas masa pakai produk dalam kemasan agar konsumen dapat mengetahui seberapa lama daya tahan produk selama pemakaian. Implikasi lainnya adalah menyesuaikan harga produk yang ditawarkan sehingga lebih terjangkau.]]>
<![CDATA[Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Repurchase Intention ]]>
<![CDATA[Astuti, Ardilla Devi Lisandra Tri]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.20
<![CDATA[This study aims to determine the influence of Celebrity Endorser, Brand Image and Brand Trust on consumer Repurchase Intention of Scarlett Whitening products in Sangatta City, East Kalimantan. This type of research is explanatory research with a quantitative approach that uses data in the form of numbers as an analytical tool to determine the relationship between variables through hypothesis testing. This study used a sample of 120 respondents. Sampling using purposive sampling technique is probability sampling test with the characteristics of having bought Scarlett Whitening products at least once. The test tools used are research instrument test, classical assumption test and hypothesis test. From the results of this test, it can be concluded that Celebrity Endorser has an effect on Repurchase Intention. Brand Image also affects Repurchase Intention. Brand Trust also affects Repurchase Intention. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Brand Image dan Brand Trust terhadap Repurchase Intention konsumen produk Scarlett Whitening di Kota Sangatta Kalimantan Timur. Jenis penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif yang menggunakan data berupa angka sebagai alat analisis untuk menentukan hubungan antar variabel melalui uji hipotesis. Penelitian ini menggunakan sampel sebanyak 120 responden. Pengambilan sampel menggunakan teknik purposive sampling yaitu uji probability sampling dengan karakteristik pernah membeli produk Scarlett Whitening minimal satu kali. Alat uji yang digunakan adalah uji instrument penelitian, uji asumsi klasik dan uji hipotesis. Dari hasil pengujian ini dapat disimpulkan bahwa Celebrity Endorser berpengaruh terhadap Repurchase Intention. Brand Image juga berpengaruh terhadap Repurchase Intention. Brand Trust juga berpengaruh terhadap Repurchase Intention.]]>
<![CDATA[Pengaruh Lifestyle Dan Product Quality Terhadap Purchase Decision ]]>
<![CDATA[Mareta, Naura Nabila]]>;
<![CDATA[Hendrawan, Dimas]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.19
<![CDATA[This research aimed to determine how lifestyle and product quality influence the purchase decision of HMNS Perfumery. This explanatory research aimed to provide elaboration on the position of the variables examined and the relationship with other variables. The samples used in this research involved 100 respondents. The sample-taking process was conducted through a purposive sampling technique with the criteria of aged 23 to 43 years old, domiciled in Surabaya City, and have purchased products from HMNS Perfumery. The data analysis in this research used Statistical Product and Service Solution (SPSS) version 26.0 software for Windows. The results of this research showed that lifestyle and product quality have significant and positive influences on the purchase decision of HMNS Perfumery. Based on the findings, it is expected that HMNS Perfumery to strengthen lifestyle through campaigns which educate on the importance of wearing perfume in daily routines and maintain product quality by keeping the raw materials used. Abstrak Tujuan dari penelitian ini adalah untuk mengetahui bagaimana lifestyle dan product quality berpengaruh terhadap purchase decision di HMNS Perfumery. Penelitian ini bersifat eksplanatori dan bertujuan untuk memberikan penjelasan tentang posisi variabel yang diamati serta hubungannya dengan variabel lainnya. Sampel yang digunakan dalam penelitian ini mencakup 100 responden. Proses pengambilan sampel dilakukan melalui teknik purposive sampling dengan kriteria usia antara 23 hingga 43 tahun, berdomisili di Kota Surabaya, dan pernah membeli produk dari HMNS Perfumery. Analisis data dalam penelitian ini menggunakan perangkat lunak Statistical Product and Service Solution (SPSS) versi 26.0 for Windows. Hasil pengujian menunjukkan bahwa gaya hidup dan kualitas produk memiliki pengaruh yang signifikan dan positif terhadap keputusan pembelian di HMNS Perfumery. Berdasarkan temuan ini, disarankan agar HMNS Perfumery memperkuat gaya hidup melalui kampanye yang mengedukasi tentang pentingnya menggunakan parfum dalam rutinitas harian, dan menjaga kualitas produk dengan mempertahankan standar bahan baku yang digunakan.]]>
<![CDATA[Pengaruh Digital Marketing Dan E-Crm Terhadap Customer Loyalty ]]>
<![CDATA[Axliano, Anak Agung Gaizka]]>;
<![CDATA[Ikhram, M. Abdi Dzil]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.17
<![CDATA[The efforts of PT Bank Sinarmas Syariah to use internet technology and social media need to be supported with easy and efficient marketing and services. The bank has also developed an application called SimobiPlus, which is used to provide 24-hour service and enables marketing easily reachable by the customers. The objective of this research is to identify the effects of digital marketing and E-CRM on customer loyalty using quantitative descriptive method. A descriptive research seeks for the value certainty from independent variables with neither making comparison nor drawing relationship with other variables. Using purposive sampling technique, 195 people who meet the predetermined criteria were selected as the sample. The results of the analysis using multiple linear regression indicate that digital marketing (X1) and E-CRM (X2) have positive and significant impacts on customer loyalty (Y). Abstrak The efforts of PT Bank Sinarmas Syariah to use internet technology and social media need to be supported with easy and efficient marketing and services. The bank has also developed an application called SimobiPlus, which is used to provide 24-hour service and enables marketing easily reachable by the customers. The objective of this research is to identify the effects of digital marketing and E-CRM on customer loyalty using quantitative descriptive method. Descriptive research seeks for the value certainty from independent variables with neither making comparison nor drawing relationship with other variables. Using purposive sampling technique, 195 people who meet the predetermined criteria were selected as the sample. The results of the analysis using multiple linear regression indicate that digital marketing (X1) and E-CRM (X2) have positive and significant impacts on customer loyalty (Y).]]>
<![CDATA[Pengaruh Media Sosial Marketing, Sales Promotion Dan Brand Image Terhadap Repurchase Intention ]]>
<![CDATA[Fajri, Mukhammad Rizki]]>;
<![CDATA[Hapsari , Raditha Dwi Vata]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.03
<![CDATA[This research aims to determine the influence of social media marketing, sales promotion and brand image on repurchase intention (study on Starbucks repurchase intention in Malang city). This type of research is explanatory research with quantitative methods. The population in this study were Starbucks visitors in Malang City. This research used a sample of 150 respondents. Sampling used a non-probability sampling technique with a purposive sampling method. The criteria for respondents needed in this research are aged 17 years and over, have made a purchase at a Starbucks outlet at least once, and live in the city of Malang, are Instagram social media users, and follow or know Starbucks' social media marketing content. This research uses the Statistical Package for the Social Sciences (SPSS) version 25 program to carry out validity tests, reliability tests and classical assumption tests. Hypothesis testing was carried out using the F test and t test. From the research results it can be concluded that there are three dependent variables, namely social media marketing, sales promotion and brand image, each of which has a significant influence. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, sales promotion dan brand image terhadap repurchase intention (studi pada Repurchase intention Starbucks di kota malang). Jenis penelitian in adalah explanatory research dengan metode kuantitatif. Populasi pada penelitian ini adalah pengunjung Starbucks kota malang. Penelitian ini menggunakan sampel sebanyak 150 responden. Pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Kriteria responden yang dibutuhkan dalam penelitian ini dengan usia 17 tahun ke atas, pernah melakukan pembelian pada gerai Starbucks minimal 1x, dan berdomisili di kota malang, pengguna social media Instagram, dan mengikuti atau mengetahui konten social media marketing starbucks. Penelitian ini menggunakan program Statistical Package for the Social Sciences (SPSS) versi 25 untuk melakukan uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji F dan uji t. Dari hasil penelitian dapat disimpulkan bahwa terdapat tiga variabel dependen yaitu social media marketing, sales promotion dan brand image yang masing-masing memiliki pengaruh secara signifikan.]]>
<![CDATA[Pengaruh Electronic Word of Mouth, Brand Trust Dan Brand Image Terhadap Minat Beli ]]>
<![CDATA[Ivana, Sahda Alifiadewani]]>;
<![CDATA[Rohman , Fatchur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.15
<![CDATA[The objective of this research is to identify the effects of electronic word of mouth (e-wom), brand image, and brand trust on the purchase intentions of Avoskin consumers in Malang City. This quantitative explanatory research aims to identify the relationships between the studied variables. Using purposive sampling technique, 100 people living in Malang City who have searched and know about the products of Avoskin were selected as the respondents. The data was analyzed using multiple linear regression in SPSS ver. 26. This study finds that the three independent variables, i.e. electronic word of mouth (e-wom), brand image, and brand trust have positive and significant effects on the purchase intention. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (e-wom), Brand Image, Brand Trust terhadap Minat Beli konsumen Avoskin di Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory research, yaitu penelitian yang bertujuan untuk mengetahui hubungan antar variabel yang diteliti. Penelitian ini menggunakan sampel sebanyak 100 responden. Pengambilan sampel menggunakan purposive sampling. Sampel terdiri dari responden yang berdomisili di Kota Malang yang pernah mencari dan mengetahui produk Avoskin. Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 26. Hasil dari penelitian ini menunjukkan bahwa dari ketiga variabel yaitu Electronic Word of Mouth (e-wom), Brand Image, dan Brand Trust, ketiganya memiliki pengaruh positif signifikan terhadap minat beli. ]]>
<![CDATA[Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Minat Beli ]]>
<![CDATA[Setiawan, Muhammad Rizal]]>;
<![CDATA[Sunaryo , Sunaryo]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.01
<![CDATA[This study discusses how product quality, price, and promotion affect purchase intention although it is undeniable that there are more variables not included in this research that also affect the said intention. The objective of this research is to identify the effects of product quality, price, and promotion on the intention of university students in Malang City to purchase the products of Erigo Apparel. The samples of this quantitative explanatory research were selected through purposive sampling technique; they are 160 university students in Malang City, to whom online questionnaires were distributed via Google Forms. The data analyses were performed in SmartPLS version 4.0.M3 using a variance-based SEM, which is known as the Partial Least Squares. This research finds that product quality, price, and promotion significantly affect the intention of the students to purchase the products of Erigo Apparel and that product quality is the most influential variable. Therefore, it can be concluded that the quality of Erigo Apparel’s product is crucial for purchase intention improvements. Abstrak Dalam penelitian ini membahas bagaimana pengaruh dari Kualitas Produk, Harga, dan Promosi terhadap Minat beli, namun tidak dapat dipungkiri bahwa masih ada variabel lain yang tidak diteliti oleh peneliti yang juga dapat mempengaruhi Minat beli. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Harga, dan Promosi terhadap Minat beli Erigo Apparel pada mahasiswa di Kota Malang. Metode penelitian ini menggunakan metode kuantitatif dengan jenis penelitian explanatory research. Dalam penelitian ini sampel yang digunakan adalah sebanyak 160 Mahasiswa di Kota Malang dengan penyebaran kuesinoner dilakukan secara online menggunakan google form dan menggunakan teknik purposive sampling. Analisis data yang dilakukan menggunakan Variance Based SEM Atau yang dikenal dengan Partial Least Squares (PLS) dengan software SmartPLS versi 4.0.M3. Hasil dari penelitian ini menunjukkan bahwa Kualitas Produk, Harga, dan Promosi berpengaruh secara signifikan terhadap Minat Beli Produk Erigo Apparel pada mahasiswa di Kota Malang. Pada penelitian ini, Kualitas Produk paling berpengaruh pada Minat Beli. Maka dapat disimpulkan Kualitas Produk yang dihasilkan oleh Erigo Apparel memiliki peran yang sangat penting dalam meningkatkan Minat.]]>
