Andriani, Vera (2020) Pengaruh Iklan Citra Merek Terhadap Minat Beli Pada Produk Pop Mie (Studi Kasus Mahasiswa Fakultas Ekonomi UIR). Other thesis, Universitas Islam Riau.

Text 155210183.pdf - Submitted Version Download (3MB)

Abstract

The purpose of this study is to determine the effect of advertising and brand image simultaneously and partially on consumer buying interest in pop noodle products at the Faculty of Economics, Riau Islamic University. To achieve these objectives, a study was conducted using a sample of 100 people using a purposive sampling method. Data analysis method is done descriptively and quantitatively. Quantitative analysis uses multiple linear regression equations, correlations, and coefficient of determination. Then the hypothesis test is carried out partially and simultaneously. The results showed that advertising variables and brand image influenced buying interest in pop noodle products. This is corroborated by the results of partial statistical tests that show that advertising and brand image have a positive and significant effect on buying interest in pop noodle products (a case study of a student in the management of the uir economics faculty).

Actions (login required)

View Item