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International Journal of Scientific & Technology Research

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IJSTR >> Volume 8 - Issue 7, July 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



The Effect Of Promotion And Branding In Improving The Sale; Empirical Study In BMT (Baitul Mal Wa’tamil) Kudus District

[Full Text]

 

AUTHOR(S)

Masruri, Hutomo Rusdianto, Amin Kuncoro

 

KEYWORDS

Promotion, Brand image and sales

 

ABSTRACT

The aim of this research are; 1) to analyse the promotion of sale profit. 2) to analyse the brand image as a moderating variable between promotion and sale. This research is associative research, the data obtained directly from the result of response chosen. The process of analysing data begin with instrument test to evaluate the level of validation and reliability of instrument/questioner used continued with analysing data by using Moderating Regression Analysis. The result of the analysis data shows that the variable of promotion and branding has a positive and significant effect on the sale. The result of this study explains that the higher sale rhythm done by the company, the higher of sale profit. Meanwhile, to reach the more top sale needs strong and consistent branding strategy to avoid the failure in the promotion. Moreover, branding can be intermediary or moderating.

 

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