Journal of Entrepreneurship, Management and Industry (JEMI)
Vol 4, No 4 (2021): Oktober - Desember 2021

Pengaruh Iklan, Sales Promotion, Dan Citra Merek Terhadap Minat Beli Ulang (Studi Pada Pengguna Shopee)

Azmi, Maulida (Bakrie University)

Article Info

Publish Date
15 Mar 2022

Abstract

The purpose of this paper is to examine the impact of advertisement, sales promotion and brand image on repurchase intention. The respondents were the customers of Shopee, an online shopping platform. This study is quantitative in nature. A total of 200 questionnaires were distributed to the target respondents and 110 were returned. Various statistical analyses were employed to test the model. The result also confirmed that all the dimensions of the variables were good constructs. The finding found that the relationship between advertising, sales promotion and brand image and are significant.

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Journal Info
Journal of Entrepreneurship, Management and Industry (JEMI)
Website

Abbrev

JEMI

Publisher

Universitas Bakrie

Subject

Economics, Econometrics & Finance

Description

Journal of Entrepreneurship, Management and Industry (JEMI) merupakan jurnal ilmiah yang menyajikan artikel orisinal dari Multi dan lintas disiplin dalam bidang dunia usaha, bisnis, entrepreneurship, dan industri dengan format Bauran (mix) Artikel : Hasil Riset (full reaserch), mini riset, novelty, ...