International Journal of Business Studies
Vol 3 No 2 (2019): International Journal of Business Studies (IJBS)

Factors Influence Brand Awareness Towards Purchasing Intention on Susu Kental Manis Frisian Flag

Herliani Gemmy (President University)
Jony Oktavian Haryanto (President University)

Article Info

Publish Date
17 Dec 2019

Abstract

Frisian Flag as a market leader dairy product in Indonesia has a large market share. However last year, brand value of Susu Kental Manis Frisian Flag has decreased dramatically. In addition, this study aimed to determine the factors that influenced brand awareness towards purchasing attention on Susu Kental Manis Frisian Flag. The type of this research was survey research by using questionnaire and took 200 respondents who knew and have tried Susu Kental ManisFrisian Flag. The data processing used structural equation modelling, this research result showed that positive factors which influenced brand awareness were attractiveness of advertisement and distribution intensity. While, brand awareness affects actual purchasing intention positively.

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Journal Info
International Journal of Business Studies
Website

Abbrev

ijbs

Publisher

Sekolah Tinggi Manajemen IPMI

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

International Journal of Business Studies (IJBS) is an international open access and peer-reviewed journal published tri-annually in February, June, and October by IPMI Research Center, Sekolah Tinggi Manajemen IPMI. IJBS aimed to provide research articles in order to have a significant implication ...