AMAR (Andalas Management Review)
Vol 3 No 1 (2019)

Analisis Pengaruh Citra Merek, Persepsi Harga, Sikap Merek, Lokasi dan Word of Mouth Terhadap Niat Menonton di Cinema XXI Kota Padang

Ullya Rahmi Aswin (Department of Management, Faculty of Economic, Putera Indonesia Univeristy, Padang West Sumatra Indonesia)
Danny Hidayat (Department of Management, Faculty of Economics, Universitas Andalas, Padang West Sumatra Indonesia)

Article Info

Publish Date
24 May 2019

Abstract

This study aims to analyze the influence of Brand Image, Price Perception, Brand Attitudes, Location and Word of Mouth to Purchase Intention at Cinema XXI Padang City. The sample of this research is the first time viewers in Cinema XXI in Padang City as many as 208 respondents. The research data processing is done by using SEM (Structural Equation Modeling) method, with the type of Structural Equation Modeling (SEM) used by Smart Pls. The results showed that Brand Image, Price Perception, Brand Attitudes, Location and Word of Mouth positively influence the Purchase Intention

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Journal Info
AMAR (Andalas Management Review)
Website

Abbrev

amar

Publisher

Universitas Andalas

Subject

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

Description

AMAR (Andalas Management Review), with registered number ISSN 2548-155X (Online) and ISSN 2476-9282 (Print), is a peer-reviewed journal published twice a year (May and November) by The Management Institute, Faculty of Economics, Universitas Andalas. AMAR is intended to be the journal for publishing ...