The Influence Of Service And Promotion On Consumer Interest In Private Brand

Dinar Hasim Nurhadi Kusumo

Abstract


The objectives in this study are: 1) To determine the effect of service on consumer interest in private brand. 2) To determine the effect of promotion on consumer interest in private brand. 3) To determine the effect of service and promotion together on consumer interest in private brand. The analysis technique used in this study is a quantitative analysis technique using statistics, the software used to support this research is the SPSS (Statistical Product and Service Solutions) version 20. The population in this study is S Plus Indonesia customers. The sampling technique used in this study is simple random sampling. With a simple random sampling technique, as many as 145 S Plus Indonesia customers were taken. The results of this study indicate that: 1) Service has an influence on consumer interest in S Plus Indonesia. 2) Promotion has an influence on consumer interest in private brand. 3) Services and promotions have a joint influence on consumer interest in private brand.

 Keyword: Service, Promotion and Consumer Interest


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