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All Journal SABURAI INTERNASIONAL JOURNAL OF SOCIAL, SCIENCES, AND DEVELOPMENT (Saburai-IJSSD)
Mona Enjelita Wijaya
UIN Raden Intan Lampung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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THE INFLUENCE OF MARKETING STRATEGIES IN INCREASING CONSUMER ATTRACTION Mona Enjelita Wijaya; Vicky F. Sanjaya
Saburai International Journal of Social Sciences and Development Vol 6, No 1 (2022): SABURAI INTERNASIONAL JOURNAL OF SOCIAL SCIENCES AND DEVELOPMENT
Publisher : University of Sang Bumi Ruwa Jurai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24967/saburaiijssd.v6i1.1702

Abstract

This study aims to examine the effect of marketing strategies in increasing consumen attractiveness at Cafe Kiyo Bandar Lampung. This research method uses a questionnaire. The sample of this study amounted to 32 respondents. The statustucal test was carried out using PLS-based Structurel Equation Modeling. Validity test using Cronbach’s Alpha Value, composite reliability and Average Variance Exstracted (AVE). Of the hypotheses proposed, there are two 3 hypotheses proposed,there are that were rejected. The conclusion of this study is the price has a positive but not significant effect on the Cafe Kiyo Bandar Lampung place. The product has a positive but not significant effect on the Cafe Kiyo Bandar Lampung , promotion has a positive and significant effect on the Cafe Kiyo Bandar Lampung.
Co-Authors Vicky F Sanjaya