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Pengaruh Brand Image Dan Sikap Konsumen Terhadap Keputusan Pembelian Batik Jetis Sidoarjo Dimediasi Oleh Minat Beli

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  • Mubarok, Muhammad Mufti

Abstract

Dalam rangka pengembangan ekonomi daerah, maka pengembangan ekonomi lokal sesuai potensinya menjadi suatu hal yang sangat penting. Para pemilik industri batik dihadapkan pada permasalahan dalam pemasarannya. Dalam upaya mempengaruhi keputusan konsumen dalam membeli, salah satunya adalah berusaha untuk menarik minat konsumen. Citra dan sikap merupakan beberapa faktor yang harus diperhatikan para pemilik industri agar konsumen memiliki sikap positif terhadap citra dari produk itu sendiri. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand image dan sikap konsumen terhadap keputusan pembelian secara langsung dan secara tidak langsung yang dimediasi minat beli.

Suggested Citation

  • Mubarok, Muhammad Mufti, 2018. "Pengaruh Brand Image Dan Sikap Konsumen Terhadap Keputusan Pembelian Batik Jetis Sidoarjo Dimediasi Oleh Minat Beli," INA-Rxiv sdrf5, Center for Open Science.
    • Handle: RePEc:osf:inarxi:sdrf5
    DOI: 10.31219/osf.io/sdrf5
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