PENGARUH PRODUK, STRATEGI PROMOSI LOKASI DAN HARGA TERHADAP MINAT BELI MELALUI CITRA MEREK CAMMO MILK BAR Hj. IDA FARIDA

Abstrak

The purpose of this study was to determine the effect of Products, Strategic Promotion, Place and Price of the Purchase Intention through to Brand Image of Cammo Milk Bar in the city of Depok, due to economic development increases, in this case as a benchmark for businesses to see opportunities to open a business in depok city. Cammo Milk Bar is the only place that provides the main products of fresh milk and a differentiator from other places in Depok, this research to measure and determine the effect relationship between all variables. Mechanical sampling study using purposive sampling method with an error rate of 5% (0.05), as many as 155 samples and conduct research in-Cammo Milk Bar as a place of research and study sample that consumers Cammo Milk Bar. Testing hypotheses used Structural Equation Modelling (SEM). Based on the research results can be seen the effect of the product, Strategy Promotion, Place and Price had a significant influence on the buying interest through Brand Image. The influence of the highest value in this research is the influence of the value of the product directly, indirectly or in total as compared to other variables. Based on those values to create Purchase Intention and create a good brand image that can be detected by providing good products and in in accordance with the customer expectations.