Wahyu Adi, Cahyo and Ratna, Damayanti MINAT BELI KONSUMEN DITINJAU DARI ENDORSEMENT, BRAND IMAGE, DAN MOBILE MARKETING (Studi Kasus Uniqlo Yogyakarta). jurnal widya ganecwara, 30 (1).
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Abstract
The purpose of this study was to analyze the simultaneous or partial influence of endorsement, brand image and mobile marketing on consumer buying interest at Uniqlo store Yogyakarta. The type of this research belonged to quantitative descriptive. The populations of this study were the people who know Uniqlo products (unlimited). The samples consisted of 100 respondents. The data were obtained by conducting questionnaires with accidental sampling techniques. The data analysis technique used was multiple linear regression analysis. F test results proved that endorsement, brand image and mobile marketing simultaneously affect consumer buying interest at Uniqlo store Yogyakarta, where the value of Fcount = 45.237> Ftable = 2.70 with a significance value of 0.000 <0.05. T test results showed endorsement had a positive and significant influence on buying interest in Yogyakarta Uniqlo store with t = 2.463> 1.660 significant value 0.016 <0.05. Brand image had a positive and significant influence on buying interest in Uniqlo store Yogyakarta with tcount = 5.113> 1.660 and significant 0.000 <0.05. Mobile marketing had a positive and significant influence on buying interest in Yogyakarta Uniqlo store with tcount = 2.775> 1.660 and significant 0.000 <0.05.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis |
| Depositing User: | Ikawati Hadi Utami A.Md |
| Date Deposited: | 03 Sep 2024 09:43 |
| Last Modified: | 03 Sep 2024 09:43 |
| URI: | http://repository.utp.ac.id/id/eprint/2151 |
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