fundamental management journal
Vol. 4 No. 1 (2019): 2540-9220 (online) Volume:4 No.1 April 2019

ANALISIS BRAND EQUITY, BRAND AWARENESS, DAN ATTITUDE TERHADAP PURCHASE INTENTION AIR MINUM DALAM KEMASAN MEREK LE MINERALE (STUDI KASUS MAHASISWA DI UNIVERSITAS KRISTEN INDONESIA)

., Meysyahdamay (Unknown)
Tobing, Fenny BNL. Tobing (Unknown)

Article Info

Publish Date
13 Jun 2019

Abstract

Le Minerale is a brand of bottled mineral in Indonesia, purchased by PT. Tirta Fresindo Jaya which isa subsidiary of Mayora Indah, Engaged in the beverages sector. Brand equity, brand awareness, andattitudestowards consumers’ purchase intentionof the Le Minerale brand, to students atChristian University of Indonesia, Jakarta.The research method used by author is qualitative descriptive. For data analysis techniques carried out by author is usingquality test data (validity and reliability test) Spearman Rank test, and Likert Score to prove or know the statistical test. Keywords : brand equity, brand awareness, attitude, purchase intention, atittudes and Spearman Rank

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Journal Info
fundamental management journal
Website

Abbrev

jm

Publisher

Universitas Kristen Indonesia

Subject

Social Sciences

Description

The Fundamental Management Journal provides a valuable outlet for basic research on management and economic-orientated themes and topics. It publishes articles of a multi-disciplinary and interdisciplinary nature as well as empirical research from within traditional disciplines and managerial ...