PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI PRODUK FRESH CARE MELALUI BRAND IMAGE
Abstract: Companies are required in order to create a
product that can compete with other products if it wants to survive in the
current competitive business. One such competition in minyak angin product. One of them
producer is a Fresh Care.
Strategies promotion intense through advertising
made Fresh care
famous in the community. So with promotion
through the advertising
appeal on television
can create the brand
image that formed
memories in the
minds of consumers and that can
create the purchase intention. The purpose of this
study is to
examine and analyze
influence the advertising appeal on
purchase intention and
brand image as
intervening variables. This Samples
taken as many
as 165 people.
Measuring instrument used was
a questionnaire as
data analysis with
path analysis. The results showed
that the advertising appeal influence on brand image, brand image influence on
purchase intention, and the advertising appeal influence on purchase intention.
Penulis: PHAZA NUZUL AZHAR, WIDYASTUTI
Kode Jurnal: jpmanajemendd141029
