PENGARUH BRAND IMAGE TERHADAP MINAT BELI PELANGGAN PADA PRODUK MS GLOW CABANG THEHOK DI KOTA JAMBI

RISKA NOVIANTI, RISKA NOVIANTI (2022) PENGARUH BRAND IMAGE TERHADAP MINAT BELI PELANGGAN PADA PRODUK MS GLOW CABANG THEHOK DI KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Riska Novianti / 1700861201036/ Faculty of economics/ 2022/ The Influence of Brand Image on Customer Purchase Interest of MS GLOW Products Thehok Branch in Jambi City / 1 st Supervisor Hj. Susilawati, SE, M.Si, S. SE, MM / 2 Denny Asmas SE, M.Si. The purpose of this study is to describe the brand image and buying interest of customers of MS GLOW products at Thehok branch in Jambi City and to analyze the influence of Brand image on customer buying interest in MS GLOW products at Thehok branch in Jambi City. Service marketing is any action offered by one party to another that is essentially intangible and does not cause any transfer of ownership Customer buying interest is the possibility that buyers are interested in buying a product. According to online repurchase intention, it is a behavior that appears in response to an object. Repurchase intention shows the customer's desire to make repeat purchases in the future. Branding is an effort to instill a brand image by changing the mindset of others in accordance with the desired image goals. The perception of others is the main goal in branding. Brand image is a description of the association of consumer confidence in a particular brand. The results show that Brand Image has a significant effect on customer buying interest. A brand can shape consumers' intentions to buy the brand they like the most. Consumers themselves choose the best brand based on the best attributes they feel. It is hoped that the Ms Glow producers will place more emphasis on the brand image variable because based on the research that has been done by the researcher, the results are that the brand image variable affects the buying interest of customers for MS Glow products. For further researchers, it is hoped that they can use a broader service marketing theory so that they can sharpen research results. Kata Kunci : Brand Image, Customer Purchase Interest, MS GLOW.

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