ANALYSIS OF THE EFFECT OF MARKETING PUBLIC RELATIONS, BRAND AWARENESS AND BRAND IMAGE ON THE INTERESTS OF MEDAN COMMUNITY IN BUYING GOODS THROUGH THE KPKNL MEDAN AUCTION
Palabras clave:
marketing public relations, brand awareness, brand image, purchase interestResumen
This study aims to determine and analyze the effect of marketing public relations, brand awareness, and brand image on people's interest in buying goods through the KPKNL Medan auction. This type of research is quantitative research with causality research design. The type of data used is primary data and secondary data obtained from questionnaires and literature studies. The total population of this study was 515,649 households spread across 21 sub-districts in the city of Medan with a minimum income of 4 million rupiah per month. The sample in this study was 144 people. The analytical method chosen to analyze the data in this study is Structural Equation Modeling (SEM) with the AMOS statistical package. The results showed that marketing public relations had a positive and significant effect on people's interest in buying goods through the KPKNL Medan auction, brand awareness had a positive and significant effect on people's interest in buying goods through the KPKNL Medan auction, and brand image had a positive and not significant effect on people's interest in buying goods through the Medan KPKNL auction.
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