THE INFLUENCE OF ADVERTISING STARS, BRAND IMAGE, AND BRAND AWARENESS ON THE INTENTION TO BUY HONDA VARIO MOTORCYCLES IN PASURUAN

doi:10.25139/sng.v9i1.1467

Abdi Gusti Theological Seminary, Nganjuk
Abdi Gusti Theological Seminary, Nganjuk
Abdi Gusti Theological Seminary, Nganjuk
Abdi Gusti Theological Seminary, Nganjuk
Abdi Gusti Theological Seminary, Nganjuk

https://doi.org/10.25139/sng.v9i1.1467

Abstract views: 1222 ,

PDF downloads: 861

Keywords: Ad Stars, Brand Image, Brand Awareness

Abstract

This study examines the Influence of Advertising Stars, Brand Image, and Brand Awareness Against Intention to Buy Honda Vario Motor in Pasuruan. The purpose of this research is to know the direct and indirect correlation between the influence of advertisement star to brand image and brand awareness. The results show that the indirect effect on brand awareness is mediated by brand image. Honda Vario brand image is so strong that it can increase the value contained in the product. Companies must use variables and do different strategies so that their products become more desirable in the market.

References

Aaker, David. 2011. Managing Brand Equity: Capitalizing on The Value of a Brand Name. The Free Press. New York.
Davis, D. 2009. Corporate Reputation And Competitiveness, Routledge, London.
Imam Ghozali. 2011. Aplikasi Analisis Multivaliate Dengan Program IBM SPSS 19 (edisi kelima). Semarang. Universitas Diponegoro.
Hossien, emari. 2011. Determinant of Brand Equity : Offering a Model to Chocolate Industry. Journal Word Academy of Science.Vol. 59.
Jalilvand, M Reza danNedaSamiei, 2012, ’The effect of electronic word of mouth on brand image and purchase intention (An empirical study in the automobile industry in Iran)’, Journal Marketing Intellegence& Planning, Vol. 30, No. 4, hal. 460 – 476.
Jogiyanto, H.M. 2011. MetodologiPenelitianBisnis.EdisiKeempat. BPFE.Yogyakarta.
Kasmir, 2008. Bank dan Lembaga Keuangan Lainya, Jakarta: PT. Raja Grafindo Persada
Kotler.Philip dan Keller, Kevin Lane. 2009. “ManajemenPemasaran, JilidSatuEdisi 13”, Erlangga, Jakarta.
Kotler, Philip dan Armstrong, Gary.(2011). 10th Edition.“Marketing an Introduction”. Indonesia: Perason.
Khan, et al. 2012.Determinant of Customer Satisfaction in Fast Food Industry. International Journal of Management And Strategy. 3, 1-15.
Malhotra, N.K., 2009, RisetPemasaran, Edisikeempat, Jilid 1, PT Indeks, Jakarta.
Pratama, Aldino Reza. 2015. Pengaruh International Citra merekdanKualitasProdukTerhadapKeputusanPembelian (StudiTerhadapPengguna Laptop MacbookMerek Apple di Jakarta, Bandung, Semarang, Surabaya, dan Malang). JurnalAdministrasiBisnis (JAB)|Vol. 23 No. 1 Juni 2015. Semarang: UniversitasBrawijaya
Raturi, SushildanVikram Parekh, 2012, ’The Impact of National Apparel Brand attributes on customer Purchase Intention’, SIES Journal of Management, Vol. 8, Issue 2.
Ruslan, Rosady. 2010. Manajemen Public Relations&MediaKomunikasi. Jakarta: PT Raja GrafindoPersada.
Shukla, S.P. 2011. Investigation In to Tribo Potential of Rice Husk (RH) Char Reinforced Epoxy Composite. Thesis. Rourkela: National Institute of Technology Rourkela.
Sekaran, Uma. 2011. Research Methods for business.Edisi I and 2. Jakarta: SalembaEmpat.
Suryani, Tatik. 2013. PerilakuKonsumen di Era Internet.Yogyakarta :GrahaIlmu.
Tjiptono Fandy. 2011.” Pemasaran Jasa”, Bayu Media, Jakarta.
Tjiptono,Fandy dan Chandra, G. 2011. “Service, Qualitiy Satisfaction”. Yogyakarta : Andi offet.
Xiao Tong and Jana Hawley. 2009. Measuring Customer-Based Brand Equity : Empirical Evidence From The Sport Wear Market in China. Jurnal of Product & Brand Management. 18/4 (2009) 262-271.
Yaseen, Nazia.,Tahira, Mariam., Gulzar, Amir., Anwar, Ayesha. 2011. Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention: A Resellers’ View. Interdiciplinary Journal of Contemporary Research Business.Vol. 3, No. 8.