Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Journal The Winners
Devy Safriliana, Devy
Universitas Bina Nusantara
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Iklan, Asosiasi Merek, dan Keputusan Pembelian Tauriana, Dian; Safriliana, Devy
Journal the Winners: Economics, Business, Management, and Information System Journal Vol 10, No 2 (2009): The Winners Vol. 10 No. 2 2009
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v10i2.708

Abstract

The impact of advertising on brand association has raised many questions among scholars. Some agree that advertising can leverage and help building brand association in consumer’s perspective. Others are against this opinion. However, this research is trying to investigate whether advertising does correlate to brand association that later on impacts on purchase decision making. Data collected by interviewing respondents regarding car purchase in the showroom. The analysis is conducted by using path analysis. From the result, it is figured out that the influence/impact of brand association on purchase decision making is very low. Thus, other element such as advertising and any activities to leverage brand association should be taken into account.
Co-Authors Dian Tauriana, Dian