SINERGI: Jurnal Ilmiah Ilmu Manajemen
Vol. 9 No. 1 (2019)

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


Article Info

Publish Date
11 May 2019

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.

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Journal Info
SINERGI: Jurnal Ilmiah Ilmu Manajemen
Website

Abbrev

feb

Publisher

Universitas Dr. Soetomo Surabaya

Subject

Economics, Econometrics & Finance

Description

SINERGI : Jurnal Ilmiah Ilmu Manajemen invites scholars, researchers, and students to contribute the result of their studies and researches in management human resources and marketing field, strengthen science knowledge exchange with other ...