Pengaruh Product Perceived Quality Dan Citra Toko Terhadap Minat Beli Produk Label Pribadi Indomaret Tanah Grogot (original) (raw)
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Pengaruh Label Pasupati pada Produk Dupa terhadap Minat Beli Konsumen
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Purposes The purpose of this research is to analyze the influence of brand image on buying interest; the influence of the brand image on brand loyalty; the influence of buying interest on brand loyalty; and the influence of brand image and brand loyalty mediated by buying interest. Methods The approach of this research pertained to quantitative approach, especially correlational approach. With data collection techniques nonprobability sampling, especially accidental sampling. This research was conducted 30 respondent and using path analysis for analyzing data. Findings The result of this research shows that brand image has a positive and significant effect on buying interest, while brand image has positive but not significant effect on brand loyalty, buying interest has a positive and significant effect on brand loyalty, while buying interest as intervening variable has an effect on brand image and brand loyalty.