Pengaruh Bauran Pemasaran Mie Gacoan dalam Meningkatkan Minat Beli Mahasiswa dengan Brand Image sebagai Variabel Moderating

Abstract

The aim of this research is to determine the influence of product, price, location and promotion on purchase intentions at the Mie Gacoan Pancing retail on Jalan Williem Iskandar, Kenangan Baru, Medan City, with brand image as a proxy variable. Descriptive methods are used in this quantitative research to explain the influence and relationships between variables. Product, price, location and promotion are independent variables in this research. Sales revenue as the dependent variable and brand image as the mediating variable. This information exploration utilizes important information through a survey information collection strategy. Questionnaires were given to 100 students who took part in Mie Gacoan Pancing. With the help of SmartPLS software, hypothesis testing uses the Structural Equation Modeling (SEM) approach. The test results show that item, value, area and development influence the transaction effect. Another consequence is that the brand image cannot be changed by the influence of product, price, location and promotion when shopping at the Mie Gacoan Pancing shop on Jalan Williem Iskandar Kenangan Baru, Medan City.