PENGARUH VARIASI PRODUK, PRODUCT KNOWLEDGE DAN CONTENT MARKETING TERHADAP MINAT BELI BUTUHBAJU

Abstract

This research aims to determine the effect of product variation, product knowledge, and content marketing on the purchase interest of ButuhBaju. The variables used in this research are product variation, product knowledge, and content marketing as independent variables and purchase interest as the dependent variable. The method used is quantitative multiple linear regression. The sample used in this study used a non-probability sampling method with purposive sampling technique and a sample of 140 respondents. The data collection technique in this study was carried out by distributing questionnaires using a Likert scale. Based on the results of data analysis, it can be concluded that the variable product variation, product knowledge, and content marketing have a partial and simultaneous positive effect on the purchase interest of ButuhBaju