Pengaruh Kesadaran Merek, Inovasi Produk Dan Promosi Produk Terhadap Niat Beli Produk Nike Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Sefianto, Rizky Tegar Putra
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-06-10 03:28:28
Abstract :
This research aims to analyze the significance of the influence of brand awareness, product innovation and product promotion on intention to purchase Nike products in Surabaya. The sampling technique in this research was to use a non-probability sampling technique with a purposive sampling method. Data collection was carried out by distributing questionnaires to people in Surabaya who had the intention to buy Nike products with a sample size of 100 respondents. The results of this research show that product inovation and product promotion have a positive and significant effect on purchase intention. Brand awareness has no significant results on purchase intention.
This research aims to analyze the significance of the influence of brand awareness, product innovation and product promotion on intention to purchase Nike products in Surabaya. The sampling technique in this research was to use a non-probability sampling technique with a purposive sampling method. Data collection was carried out by distributing questionnaires to people in Surabaya who had the intention to buy Nike products with a sample size of 100 respondents. The results of this research show that product inovation and product promotion have a positive and significant effect on purchase intention. Brand awareness has no significant results on purchase intention.
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