Sari, Dinny Talita (2025) Pengaruh Experiential Marketing Dan Social Influece Terhadap Minat Beli Local Brand Fashion Lafiye Pada Mahasiswa Di Jawa TIimur. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The local fashion industry is currently experiencing rapid development, especially among the younger generation, especially students. Changing trends, easy access to information, and increasing awareness of local products are driving factors for increasing interest in local fashion brands. This study aims to analyze the effect of Experiential Marketing and Social Influence on the purchase interest of the local fashion brand Lafiye among students in East Java. This study uses a quantitative approach with a data collection method through an online questionnaire. The number of respondents in this study was 128 students in East Java who had met the criteria as an appropriate sample. The data analysis technique used was Structural Equation Modeling-Partial Least Square (SEM-PLS) to test the relationship between variables simultaneously and partially. The results showed that Experiential Marketing and Social Influence had a positive and significant effect on the purchase interest of the local fashion brand Lafiye among students in East Java.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Dinny Talita Sari | ||||||||
| Date Deposited: | 10 Jul 2025 03:56 | ||||||||
| Last Modified: | 10 Jul 2025 03:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39316 |
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