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

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.