MARKETING STRATEGY ANALYSIS IN INCREASING PURCHASE INTENTION IN RIA BUSANA BRANCH PRINGGAN, MEDAN

Abstract

This research was conducted to determine the effect of marketing conducted by Ria Busana Branch Pringgan, Medan. This study uses a quantitative variable method. The marketing strategy is a very important step that must be carried out by Ria Busana Branch Pringgan, Medan to benefit from buying interest in the products being marketed. Marketing is also carried out to deal with competitors which are increasing from time to time, marketing activities carried out by a company have several goals to be achieved, both short term and long term goals. To conduct this research a quantitative methodology was used and a survey was used to collect the data. Questionnaires were distributed via the internet to clients who had visited or customers who shopped at Ria Busana Branch Pringgan, Medan. This study involved 305 participants. PLS-SEM is used for data evaluation and hypothesis testing. Thus, questionnaire reviews are significantly and directly influenced by factors such as brand awareness, excellent customer service, and perceived product quality thus having a direct impact on purchase intentions.