1Robi Darmawan, 2Sekar Dinda Pratiwi, 3Dyah Ayu Safitri, 4Lidya Pratama Sari,
5Nadya Desi Aulia, 6Renny Sari Dewi, 7Maryam bte Badrul Munir
1,2,3,4,5,6,7Faculty of Economics and Business, Universitas Negeri Surabaya, Indonesia
DOI : https://doi.org/10.47191/ijmra/v6-i12-32Google Scholar Download Pdf
ABSTRACT:
The Republic of Indonesia is currently undergoing a transformative phase known as the Fourth Industrial Revolution. The fourth industrial revolution, sometimes referred to as Industry 4.0, entails the integration of automation technology and data interchange within the realm of manufacturing technology. The swift advancement of the industrial revolution serves as a catalyst for commercial entities to enhance their operational efficiency. During the contemporary era of industrial revolution, commercial entities have undertaken numerous endeavours to ensure that the products they promote adhere to consumer standards. In order to investigate the extent to which brand image, product quality, and sales promotion impact sales in the online marketplace, the researcher conducted a study named "The Influence of Brand Image, Product Quality, and Sales Promotion on Shopping Interest in the Online Marketplace." The present study employed quantitative research methods, specifically utilising a correlational research design. The findings indicated that the variables of brand image, product quality, and sales promotion exert an impact on the level of student interest in engaging in online marketplace transactions. This study examines the relationship between the variable X1, representing brand image, and data adequacy. The findings indicate that X1 has the biggest influence on data adequacy, with a coefficient of 0.848. Furthermore, the indicators X1.1 and X1.2, which pertain to firm image and customer image respectively, exhibit the strongest influence on the dependent variable Y.
KEYWORDS:brand image, marketplace, product quality, sales promotion, shopping interest
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Volume 06 Issue 12 December 2023
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