Pengaruh Daya Tarik Iklan dan Kualitas Produk terhadap Minat Beli Konsumen Eiger di Kota Tasikmalaya

Authors

  • Tatiek Taufika Nurjanah Saputri Universitas Perjuangan Tasikmalaya

DOI:

https://doi.org/10.56799/jim.v1i10.875

Keywords:

Advertising Attractiveness, Product Quality, Purchase Interest

Abstract

This study aims to determine the effect of advertising attractiveness and product quality on consumer buying interest in Eiger in Tasikmalaya City (Survey of Visitors of Eiger Partners in Tasikmalaya City). The method used in this study is causality through a survey approach. With a research sample of 100 visitors of Eiger Partners in Tasikmalaya City. The data used is primary data. The analytical tool used in this study is multiple regression using SPSS 26.0. The results showed that the attractiveness of advertising and product quality had a significant influence on the buying interest of Eiger Partners in the City of Tasikmalaya. Partially, Advertising Attractiveness has a significant influence on the Buying Interest of Eiger Partners in Tasikmalaya City. Partially, product quality has a significant influence on the buying interest of Eiger Partners in Tasikmalaya City

Downloads

Download data is not yet available.

References

Asman, Nasir. 2020. Studi Kelayakan Bisnis, (Pendoman Memulai Bisnis Era. Revolusi Industri 4.0). Jawa Barat: CV Adanu Abimata.

Basu Swastha. 2012. Manajemen Penjualan, Yogyakarta: BPFE

Crosby. 2014. Mark Plus on Strategy. Jakarta: Gramedia Pustaka Utama.

Daryanto. 2013. Strategi dan tahapan Pemasaaran. Bandung : CV Yrama Widya.

Duwi Priyatno. 2013. Analisis Korelasi, Regresi, dan Multivariate Dengan SPSS. Yogyakarta: Gava Media.

Ghozali. 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Julianti, Sri. 2014. The Art Of Packaging. Jakarta : Gramedia Pustaka Utama.

Keegan J Warren dan Green C Mark. 2017. Global Marketing. 9th Edition. Harlow: Pearson Education Limited.

Kotler dan Keller. 2012. Marketing Management. Jakarta: Indeks.

Kotler, Philip. 2014. Manajemen Pemasaran, Edisi 13. Jilid 2. Jakarta: Prenhalindo.

Kotler, Philip., Keller, Kevin L. 2013. Manajemen Pemasaran, Jilid Kedua,. Jakarta: Erlangga.

Lupiyoadi, Rambat dan Hamdani. 2016. Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.

Morissan. 2013. Teori Komunikasi Individu Hingga Massa. Jakarta: Kencana Prenada.

Ratminto., dan Winarsih, A. S. 2014. Manajemen Pelayanan. Jakarta: Pustaka Pelajar.

Downloads

Published

2022-09-13

How to Cite

Tatiek Taufika Nurjanah Saputri. (2022). Pengaruh Daya Tarik Iklan dan Kualitas Produk terhadap Minat Beli Konsumen Eiger di Kota Tasikmalaya. ULIL ALBAB : Jurnal Ilmiah Multidisiplin, 1(10), 3591–3594. https://doi.org/10.56799/jim.v1i10.875

Issue

Section

Articles