Agung, Bagas Branahda Putra (2025) Pengaruh Citra Merek, Harga, Dan Konten Pemasaran Terhadap Minat Beli Produk Erigo di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the era of increasingly competitive fashion industry competition, companies need to develop the right strategy to increase product appeal and encourage consumer purchasing interest. Brand image, price, and marketing content are important factors that can influence consumer behavior in making decisions to buy products. This study aims to analyze the effect of brand image, price, and marketing content on purchasing interest in Erigo products in Surabaya. This study uses a quantitative approach with a survey method. The population in this study were consumers who had purchased or were familiar with Erigo products in Surabaya. The sampling technique was carried out using the purposive sampling method with 156 respondents. Data collection was carried out by distributing questionnaires online. The data analysis technique used was multiple linear regression to determine the effect of each independent variable on the dependent variable. The results of the study showed that brand image, price, and marketing content partially and simultaneously had a positive and significant effect on purchasing interest in Erigo products in Surabaya. These findings reinforce the importance of managing a comprehensive marketing strategy in increasing the competitiveness of local brands amidst the dynamic fashion market competition
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Bagas Agung | ||||||||
| Date Deposited: | 02 Jun 2025 02:34 | ||||||||
| Last Modified: | 02 Jun 2025 02:34 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36970 |
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