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All Journal Jurnal Pengabdian Dharma Laksana Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ad'ministrare ASEAN Marketing Journal
Oktaviani, Desy
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Humanities Decision Sciences, Operations Research & Management Education Environmental Science Social Sciences

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Journal : Management Studies and Entrepreneurship Journal (MSEJ)

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The Influence of Brand Equity, Celebrity Endorsements, and Sales Promotions on Purchasing Decisions Through Purchase Intention Sukma, Andhi; Kaniawati, Keni; Oktaviani, Desy
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.4608

Abstract

Modern business developments, particularly those related to batik, are changing extremely quickly. A greater degree of rivalry amongst businesses in their battle for customers was brought about by the rise of different types of Batik businesses, both big and small. As a result, businesses need to be able to employ strategy and approach as a weapon to defeat rivals. In the context of consumers acting as decision makers, competition such as this will stimulate consumer buying interest. The data analysis used in this study was quantitative, using questionnaires and surveys as a tool. Standard deviation was also used, along with inferential statistics from structural equity analysis of the model (SEM) using partial least squares (SEM-PLS) to examine the relationship between variables. There were 150 respondents total in the research sample, all of them were Bandung locals who had purchased Ganasan Subang Batik. The review's aftereffects demonstrated that there was no discernible negative difference in the influence of variable X1 on factor Y when variable Z was involved. It was recognized that the intervention of variable Z would significantly and critically reduce the impact of variable X2 on factor Y.
Co-Authors Andhi Sukma darajat, zakiah Fansuri Munawar Hapsari, Ayuningtyas Y. Intan Widuri Sakti Keni Kaniawati Nilasari, Irma Novika Candra Astuti Rini Handayani Sari, Oktora Yogi Suhardi, Agatha Rinta Sukma, Andhi Yudhanegara, Aditya