PENGARUH PROMOSI, LOKASI, DAN CITRA MEREK TERHADAP MINAT BELI SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN SEPATU BOENOT UMKM KISARAN
Abstract
Abstract: Boenot Shoe is a business which operates in creative industry of shoe craftsman in a competitive era. Even though it has competitive price, the sale is still not optimal; therefore, evaluation on promotion, location, and brand image should be improved. The objective of the research was to examine and to analyze the influence of promotion, location, and brand image on buying interest and its impact on decision to buy Boenot shoes of UMKM (Small and Medium Business and Cooperatives), Kisaran. The research used mix-marketing theory related to the research variables and their impact on consumers’ buying decision. It also used descriptive quantitative and associative explanatory methods. The samples were 100 respondents with the criteria of having bought Boenot shoes, taken by using purposive sampling technique. The data were gathered by using questionnaires and analyzed by using path analysis. The result of the research showed that promotion had positive but insignificant influence on buying decision but indirectly had positive and significant influence through buying interest. Meanwhile, location and brand image respectively had positive and significant influence on buying decision, either directly or indirectly through buying interest. Besides that, buying interest had positive and significant influence on buying decision. Therefore, Boenot Shoes should develop the strategies of promotion, location, and brand image in order to stimulate buying interest and decision to buy its products.
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