Katalog Online Perpustakaan

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Jurnal

Jurnal Bisnis dan Kewirausahaan

Keyword

Brand placement;brand recall;preference;intention to purchase; loyalty

Pengarang

  1. IRMA FITRIYANI
  2. M. GUNAWAN ALIF

    Subject

    1. BUSINESS
    2. ENTREPRENEURSHIP

      [Abstrak]



      This thesis analyzes the brand placement by testing the effect of four
      variables, namely brand recall,preference,intention to purchase, and loyalty.
      Based on data from 205 respondents who tested young consumers, it can be seen
      that brand placement does not have a positive influence on brand recall or
      significant, preference, intention to purchase, and loyalty.



      Brand recall or a significant positive influence on
      the prefence and loyalty. While brand recall or did not have a significant
      positive effect on the intention to purchase. Then the prefence has a positive
      influence on intention to purchase and intention to purchase last had an
      influence on loyalty.



       



      Periode

      Vol 3, Nomor 1, Tahun 2015

      [Berkas]

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