Jurnal Manajerial
Vol 1 No 2 (2014)

PENGARUH DEAD ENDORSER TERHADAP BRAND PERSONALITY DAN DAMPAKNYA DALAM MENCIPTAKAN INTENSI PEMBELIAN KUKUBIMA ENER-G!

HAPPY ROHMANA (Unknown)

Article Info

Publish Date
02 Jan 2018

Abstract

The aims of this research is to analyze the direct effect between dead endorser towards the brand personality and purchase intention, as well indirectly effect of dead endorser towards purchase intentions through brand personality. This research used samples as much 100 respondents who were in Kebomas-Gresik area and ever see ads of KukuBima Ener-G!. The analytical method used was path analysis. The analysis showed that the dead endorser has direct effect on brand personality, dead endorser has no direct effect on purchase intention, brand personality directly affects the purchase intention, and dead endorser has indirect effect on purchase intention through brand personality.

Copyrights © 2018




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
0.272 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Manajerial
Website

Abbrev

manajerial

Publisher

Universitas Muhammadiyah Gresik

Subject

Decision Sciences, Operations Research & Management

Description

The Managerial Journal is published by Management Department, Faculty of Economics and Business University of Muhammadiyah Gresik, twice a year in January and Juli. The purpose of this journal is to facilitate scientists, researchers and practitioners to publish original research articles or article ...