PENGARUH IKLAN DAN KEMASAN TERHADAP NIAT BELI YANG DIMEDIASI OLEH CITRA MEREK
ABSTRACT: This study examined
the influence of advertising and packaging for consumer purchase intentions by
add mediating variable, the brand image. The study used 116 respondents who buy
and consume Magnum ice cream. The results of first hypothesis indicate that
there is no significant effect between packaging and purchase intention. Second
hypothesis, indicate that
packing have a significant effect on brand image. Third hypothesis
indicate that there is no significant effect between advertising and purchase
intention. Fourth hypothesis, indicate that advertising have a significant
effect on brand image. Fifth hypothesis, indicate that brand image have a
significant effect on purchase intention. The sixth hypothesis of this study
indicate that there is no significant effect between packaging and advertising to
purchase intention so that the brand image can not mediate the effect of
packaging on purchase intention. But in seventh hypothesis, brand image can
mediate perfect on packaging and purchase intention.
Penulis: Ika Prasetyaningtyas
Kode Jurnal: jpmanajemendd140524
