cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Budi Supriyatno
Contact Email
belgangjambe3@gmail.com
Phone
+6289617699764
Journal Mail Official
belgangjambe3@gmail.com
Editorial Address
Jln. Prof. Dr. Hamka No 72 Gaga Larangan, TANGERANG, Banten
Location
Kota tangerang,
Banten
INDONESIA
IJESPG (International Journal of Engineering, Economic, Social Politic and Government) journal
Published by Brilian Media
ISSN : -     EISSN : 25033212     DOI : -
Core Subject : Economy, Science, Social, Engineering,
Computer Science & IT Economics, Econometrics & Finance Engineering Law, Crime, Criminology & Criminal Justice Social Sciences
IJESPG (International Journal of Engineering, Economic, Social Politic and Government) journal publishing scientific papers in the form of journals of philosophy in general and economics. An objective of the IJESPG (International Journal of Engineering, Economic, Social Politic and Government) journal is to promote the wide dissemination of the results Engineering, Economic, Social Politic and Government. The IJESPG is intended to be the journal for publishing articles reporting the results of research on business. The IJESPG invites manuscripts in the areas: Economic, Management, Social Politic, Government. The IJESPG accepts articles on any business related subjects and any research methodology that meet the standards established for publication in the journal. The primary, but not exclusive, audiences are academicians, graduate students, practitioners, and others interested in business research. The primary criterion for publication in IJESPG is the significance of the contribution an article makes to the literature in business area, i.e., the significance of the contribution and on the rigor of analysis and presentation of the paper. The acceptance decision is made based upon an independent review process that provides critically constructive and prompt evaluations of submitted manuscripts.
Arjuna Subject : Umum - Umum
Articles 1 Documents
 1 
Search results for , issue "Vol. 2 No. 3 (2024)" : 1 Documents clear
Pengaruh Brand Awareness, Brand Image, dan Social Media Marketing Terhadap Purchase Intention (Studi Pada Toko Thrift 7Club Treasure di Kota Denpasar) Tirtayoga, I Ketut Ogi; Wardana, I Made
IJESPG (International Journal of Engineering, Economic, Social Politic and Government) Vol. 2 No. 3 (2024)
Publisher : IJESPG (International Journal of Engineering, Economic, Social Politic and Government)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26638/ijespg.160

Abstract

This research aims to determine the influence of brand awareness, brand image and social media marketing variables on purchase intention at the 7Club Treasure Thrift Store in Denpasar City. The theoretical basis for this research is Consumer Behavior Theory and the sampling method in this research was non-probability sampling using purposive sampling technique with 140 respondents. The data in this research was obtained through distributing research questionnaires directly to respondents. The analysis technique used is descriptive analysis and inferential analysis including multiple linear regression analysis, classical assumption test, simultaneous test (F test) and partial test (t test). The research results show that brand awareness has a positive and significant effect on purchase intention; brand image has a positive and significant effect on purchase intention; social media marketing has a positive and significant effect on purchase intention; and the three variables simultaneously influence purchase intention. The implications of this research are that brand awareness, brand image and social media marketing can be considered as an effort to increase purchase intention at the 7Club Treasure Thrift Store in Denpasar City. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh variabel brand awareness, brand image, dan social media marketing terhadap purchase intention pada Toko Thrift 7Club Treasure di Kota Denpasar. Landasan teori dalam penelitian ini adalah Teori Perilaku Konsumen dan metode penentuan sampel dalam penelitian ini adalah non probability sampling dengan menggunakan teknik purposive sampling dengan responden sebanyak 140 orang. Data dalam penelitian ini diperoleh melalui penyebaran kuesioner penelitian secara langsung kepada responden. Teknik analisis yang digunakan adalah analisis deskriptif dan analisis inferensial meliputi analisis regresi linier berganda, uji asumsi klasik, uji simultan (uji F) dan uji parsial (uji t). Hasil penelitian menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap purchase intention; brand image berpengaruh positif dan signifikan terhadap purchase intention; social media marketing berpengaruh positif dan signifikan terhadap purchase intention; dan ketiga variabel berpengaruh secara simultan terhadap purchase intention. Implikasi dari penelitian ini yaitu brand awareness, brand image, dan social media marketing dapat dipertimbangkan sebagai upaya meningkatkan purchase intention pada Toko Thrift 7Club Treasure di Kota Denpasar. Kata Kunci: Brand Awareness, Brand Image, Social Media Marketing, Purchase Intention

Page 1 of 1 | Total Record : 1

 1 

Filter by Year

2024 2024


Reset
Filter By Issues
All Issue Vol. 2 No. 4 (2024) Vol. 2 No. 3 (2024) Vol. 2 No. 2 (2024) Vol. 2 No. 1 (2024) Vol. 1 No. 4 (2023) Vol. 1 No. 3 (2023) Vol. 1 No. 2 (2023) Vol. 1 No. 1 (2023)