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All Journal Journal of Business Transformation and Strategy
NurAzizah
Business Administration, Lambung Mangkurat University, Indonesia
Humanities Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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The Effect of Sponsorship Events and Prices on Interest in Buying Sampoerna A-Mild Cigarettes in Banjarmasin City NurAzizah; HasanurArifin; SetioUtomo; Humaidi
Journal of Business Transformation and Strategy Vol. 1 No. 1 (2024): Journal of Business Transformation and Strategy
Publisher : Magister Administrasi Bisnis ULM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/cw54xn30

Abstract

that have limitations in promotion. This study aims to determine the effect of sponsorship events and prices on buying interest. Respondents in this study were buyers of Sampoerna A-Mild cigarettes in Banjarmasin City who were taken using a simple random sampling technique. So that 50 respondents who bought Sampoerna A-Mild cigarettes were obtained as research samples. The data used were taken from a questionnaire made by the author himself. Data analysis used descriptive analysis and multiple linear regression analysis. The results showed that partially the Event Sponsorship variable had a significant effect on Buying Interest in Banjarmasin with a large influence of38.7%, the Price variable had a partially significant effect on Buying Interest with a large influence of 38.9%, simultaneously the Event Sponsorship variable and Price has a significant effect on Buying Interest with a large effect of44.9%.
Co-Authors HasanurArifin Humaidi SetioUtomo