Analisa Pengaruh Marketing Communication Terhadap Purchase Intention Dimediasi Oleh Brand Image Pada Produk LCV PT Astra International TBK – ISUZU

rebecca hawila

Jurnal Strategi Pemasaran
Vol 5, No 1 (2017): Jurnal Strategi Pemasaran

Marketing strategy is a way for company to survive from their competitor. One of the way is using promotion activities. The promotion activities can build a company's brand image in the eyes of consumers and also affect the purchase intention of a product. This study aim to analyze the influence of marketing communication on purchase intention through brand image of Astra Izuzu product. This research can be done by spread 100 questionnaires to respondents who never become Astra ISUZU customers. The research method is using quantitative analysis and processed with warp PLS program. Research results show the brand image mediates the relationship of marketinf communication and purchase intention.