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Dewi, Cyntia
Faculty of Economics and Business Universitas Jenderal Soedirman
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ANALISIS PENGARUH BRAND IMAGE, KETERLIBATAN PRODUK DAN MEDIA PERIKLANAN ES KRIM MAGNUM TERHADAP PERILAKU PEMBELIAN KONSUMEN Dewi, Cyntia; Suliyanto, Suliyanto
Performance Vol 16 No 2 (2012): Performance
Publisher : Faculty of Economics and Business Universitas Jenderal Soedirman

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Abstract

The purpose of this research was to analyze the influence of brand image, product involvement and advertising media toward consumer purchase behavior. Accidental sampling was applied to get 100 respondents. By using Multiple Regression this study found that brand image, product involvement and advertising media had positive effect on consumer purchase behavior.
Co-Authors Suliyanto Suliyanto