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.
