CITRA MEREK, BINTANG IKLAN, DAN KESADARAN MEREK: CUKUP KUATKAH DALAM MEMPENGARUHI INTENSI PEMBELIAN KECAP MANIS ABC DI SURABAYA
Abstrak: Customers purchase
intention is influenced by many factors. The reason behind why customersbuy is
very important for the company to develop its marketing strategy. The purposeof
this study is to examine the influence of Brand Image, Celebrity Endorsement, andBrand
Awareness on Customers Purchase Intention of ABC Sweet Soy in Surabaya.
Thisresearch uses questionnaire as an instrument to get the response of the
respondent. A questionnairewas spread to one hundred people who buying and
consuming the ABC sweet soyin Surabaya. Multiple Regression Analyze (MRA) is
used to examine the effect of the independentvariables on dependent variable.
The findings of this study shows celebrity endorsementand brand awareness has
positive significant effect on consumers purchase intention,but not to brand
image. The implication of this research, the company shouldstrengthen the brand
awareness and should be selective to choose celebrity as endorsementon its
advertising.
Penulis: Rizal Bagus Setiawan,
Tatik Suryani
Kode Jurnal: jpakuntansidd141333
