Pengaruh Variabel Consumer Nostalgic, Consumer Ethnocentrism, Dan Citra Merek Terhadap Minat Beli Konsumen Pada Produk Pepsodent

Afita Munzar Yani, Ikramuddin Ikramuddin Ikramuddin, Rusydi Rusydi Rusydi, Teuku Edyansyah .

Abstract


: The purpose of this study is to analyze the determination of sales of consumer buying interest on Pepsodent products in Management Department students, Faculty of Economics and Business, Malikussaleh University. The independent variable were consumer nostalgia, consumer ethnocentrism and brand image. The sample in this study amount 96 respondents. The data collection technique used was a questionnaire that distributed respondents at Management Department, Faculty of Economics and Business, Malikussaleh University. Based on the data analyzed find that partial test show the consumer nostalgia, consumer ethnocentrism and brand image partially influence on interest buying of Pepsodent. Thus, simultaneous test also have a significant effect on interest buying of Students of Management Department, Faculty of Economics and Business, Malikussaleh University.

Keywords: Consumer Nostalgic, Consumer Ethnocentrism, Brand Image, Buying Interest

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