Analysis of The Influence Of Price, Promotion, Brand Image, Product Quality And Service Quality On Consumer Purchase Interest At AEON DP MALL, Semarang City
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Abstract
This study focuses on analyzing how prices, promotions, brand image, service quality and product quality can affect the Purchase interest of AEON DP MALL Semarang City customers This study uses a quantitative approach by distributing questionnaires to AEON customers. Samples were taken using the purposive sampling method with a total of 189 respondents. Multiple linear regression analysis was employed to analyze the data using SPSS. The results demonstrate that improving competitive price strategy, effective promotions, a strong brand image, good service quality, and uncompromising product quality can increase customer Purchase interest in AEON DP Mall Semarang City. Thus, it can be implied that customers can increase their Purchase interest in a significant and positive way from each variable.
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