PENGARUH IKLAN HERITAGE TERHADAP BRAND AWARENES, BRAND TRUST, DAN INTENSI PEMBELIAN
ABSTRACT: This study is aimed
to determine how the influence of heritage advertising, brand awareness and
brand trust in creating the intention to buy. This study took 130 respondents
and using purposive sampling method. Data analysis techniques used confirmatory
factor analysis and structural equation modeling with software LISREL 8.80. The
results showed that heritage ads significantly influence brand awareness but
not for brand trust and intention to buy. On the other hand, brand awareness
significantly influences brand trust as well as intention to buy. Furthermore,
brand trust significantly influences intention to buy. Thus, a service provider
needs to develop heritage advertising as its function to develop brand
awareness which finally create intention to buy. A service provider has to
maintain and develop brand awareness because it will create brand trust and
intention to buy.
Keywords: heritage ads, brand
awareness, brand trust, intention to buy
Penulis: Happy Sandra, Jony
Oktavian Haryanto
Kode Jurnal: jpmanajemendd100302
