KURNIA, DWI CAHYANI (2024) PENGARUH PROMOTION, PRODUCT QUALITY, DAN PRODUCT INNOVATION TERHADAP PURCHASE INTEREST DENGAN BRAND IMAGE SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Mie Goyang Cabang Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.
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Abstract
ABSTRAK Tingkah laku manusia dalam memenuhi kebutuhan hidup merupakan bagian dari ilmu ekonomi, yang dalam era globalisasi saat ini dipengaruhi oleh persaingan bisnis yang semakin ketat, menuntut perusahaan untuk menawarkan produk berkualitas dan inovatif melalui strategi pemasaran yang tepat guna memenuhi kebutuhan dan keinginan konsumen, serta membangun brand image yang positif untuk meningkatkan minat beli konsumen. Mengambil studi kasus pada Mie Goyang cabang Bandar Lampung, penelitian ini memberikan konteks praktis dan relevan, serta memperhatikan perspektif bisnis. Dengan runusan masalah apakah promotion berpengaruh terhadap purchase Interest, apakah product quality berpengaruh purchase Interest, apakah product innovation berpengaruh terhadap purchase Interest, apakah brand image memoderasi pengaruh promotion, product quality, dan product innovation terhadap purchase Interest Mie Goyang di Bandar Lampung? Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada konsumen Mie Goyang. Sampel dalam penelitian ini adalah 96 responden. Metode pengumpulan data dilakukan dengan penyebaran kuesioner. Metode analisis data menggunakan SEM (struktural equation modeling) dengan menggunakan part least square dan pengolahan data dilakukan menggunakan software smart pls3. Terdapat pengaruh positif dan signifikan antara Promotion terhadap Purchase Interest. Terdapat pengaruh positif dan signifikan antara Product Quality terhadap Purchase Interest. Terdapat pengaruh positif dan signifikan antara Product Innovation terhadap Purchase Interest. Brand Image tidak memoderasi hubungan antara Promotion dan Purchase Interest, Brand Image tidak memoderasi hubungan antara Product Quality dan Purchase Interest, dan Brand Image tidak memoderasi hubungan antara Product Innovation dan Purchase Interest. Kata Kunci : Promotion, Product Quality, Product Innovation, Brand Image Dan Purchase Interest. ABSTRACT Human behavior in meeting the needs of life is part of economics, which in the current era of globalization is influenced by increasingly fierce business competition, requiring companies to offer quality and innovative products through appropriate marketing strategies to meet consumer needs and wants, as well as build a positive brand image to increase consumer purchase interest. Using the case study of Mie Goyang branch in Bandar Lampung, this research provides practical and relevant context, considering the business perspective. The research questions are whether promotion affects purchase interest, whether product quality affects purchase interest, whether product innovation affects purchase interest, and whether brand image moderates the influence of promotion, product quality, and product innovation on purchase interest in Mie Goyang in Bandar Lampung. This study uses a quantitative approach. The research was conducted on consumers of Mie Goyang, with a sample of 96 respondents. Data collection was done through questionnaires. Data analysis used SEM (structural equation modeling) with partial least squares, and data processing was done using Smart PLS3 software. There is a positive and significant influence between Promotion on Purchase Interest. There is a positive and significant influence between Product Quality and Purchase Interest. There is a positive and significant influence between Product Innovation and Purchase Interest. Brand Image does not moderate the relationship between Promotion and Purchase Interest, Brand Image does not moderate the relationship between Product Quality and Purchase Interest, and Brand Image does not moderate the relationship between Product Innovation and Purchase Interest. Keywords: Promotion, Product Quality, Product Innovation, Brand Image, Purchase Interest.
Item Type: | Thesis (Diploma) |
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Subjects: | Manajemen Bisnis Syariah |
Divisions: | Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah |
Depositing User: | LAYANAN PERPUSTAKAAN UINRIL REFERENSI |
Date Deposited: | 11 Sep 2024 06:52 |
Last Modified: | 11 Sep 2024 06:52 |
URI: | https://repository.radenintan.ac.id/id/eprint/35257 |
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