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All Journal SINERGI: Jurnal Ilmiah Ilmu Manajemen
Bastian, Antoni
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Economics, Econometrics & Finance

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THE INFLUENCE OF ADVERTISING STARS, BRAND IMAGE, AND BRAND AWARENESS ON THE INTENTION TO BUY HONDA VARIO MOTORCYCLES IN PASURUAN Bastian, Antoni; Sugito, Sugito; Hati Wau, Kerinus; Nastiti, Wahyuningsih; Sutismawati Sirait, Lincaria
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 9 No. 1 (2019)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1049.466 KB) | DOI: 10.25139/sng.v9i1.1467

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.
Co-Authors Gunarso, Daniel Hati Wau, Kerinus Nastiti, Wahyuningsih Panjaitan, Saibun Sugito - Sutismawati Sirait, Lincaria Weinardy, Tantra Lingga Yulius, Andre