Analisis Faktor Yang Mempengaruhi Minat Beli Minyak Goreng Merek Bimoli Di Kota Purwokerto

Authors

  • Nisrina Rahmi Faizah Universitas Wijayakusuma Purwokerto
  • Andhi Johan Suzana FEB Unwiku Purwokerto
  • Ady Achadi FEB Unwiku Purwokerto

Keywords:

purchase interest, online media advertising, product quality, brand image

Abstract

 The aim of this research is to analyze the influence of online media advertising and product quality on buying interest in Bimoli cooking oil with brand image as an intervening variable. The type of research used was quantitative with a population of Bimoli cooking oil consumers in Purwokerto and the sample size was determined as 97 respondents. The sampling technique used is accidental sampling and the analysis technique uses multiple linear regression analysis and path analysis.

 

Keywords: purchase interest, online media advertising, product quality, brand image.

Published

2024-06-03

How to Cite

Rahmi Faizah, N. ., Johan Suzana, A. ., & Achadi, A. . (2024). Analisis Faktor Yang Mempengaruhi Minat Beli Minyak Goreng Merek Bimoli Di Kota Purwokerto. Majalah Imiah Manajemen Dan Bisnis, 21(1), 64 - 72. Retrieved from http://mimb.unwiku.ac.id/index.php/mimb/article/view/264

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