The Influence of Advertising Stars, Brand Image, and Brand Awareness on the Intention to Buy Honda Vario Motorcycles in Pasuruan

Bastian, Antoni; Sugito, Sugito; Wau, Kerinus Hati; Nastiti, Wahyuningsih; Sirait, Lincaria Sutismawati

doi:10.25139/sng.v9i1.1467

Cited by 2 publications

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“…Niat beli terhadap suatu produk timbul karena adanya dasar kepercayaan terhadap produk yang diinginkan dengan kemampuan untuk membeli produk. Para pembeli memiliki motif yang mendukung mereka untuk melakukan pembelian (Aditya & Wardana, 2017;Nugroho & Burhani, 2019;Bastian et al, 2019).…”

Section: Gambar 1 Kerangka Konseptualunclassified

Peran Brand Awareness Memediasi Social Media Marketing Terhadap Niat Beli Sepatu Nike Di Kota Denpasar

Dindasari¹,

Sukawati²

2022

EJMUNUD

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Purchase intention is an activity or a person's behavior that arises through his response to show the customer's desire to purchase an object. The purpose of this study was to determine the role of brand awareness in mediating social media marketing on the intention to buy Nike shoes in Denpasar City. This research was conducted in Denpasar City. The number of samples taken as many as 130 respondents who are respondents who have never bought Nike shoes. Data was collected through interviews, observations, and questionnaires. The analysis technique used is path analysis and the Sobel test. The better a brand is in social media marketing, will increase brand awareness among consumers of the product so consumers' purchase intentions will also increase. Keywords: social media marketing; brand awareness; purchase intention

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Section: Gambar 1 Kerangka Konseptualunclassified

Peran Brand Awareness Memediasi Social Media Marketing Terhadap Niat Beli Sepatu Nike Di Kota Denpasar

Dindasari¹,

Sukawati²

2022

EJMUNUD

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“…Keller [6] states that brand knowledge combines brand image and brand awareness. The image of the brand is so strong that it can increase the value of the product [9]. Meanwhile, Blackston [10], the results of his study, claims that the definition of a brand is defined as a brand subjectively and objectively to a product or company name so that it has personality characteristics and is an attitude of respect for the brand.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Associated Mediation, Loyalty, Brand Image and the Quality Accepted to the Equity of the Brand

Sarwani¹,

Suprihhadi²,

Herawati³

2021

Sinergi J. Ilm. Ilmu Manaj

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One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.

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The Influence of Advertising Stars, Brand Image, and Brand Awareness on the Intention to Buy Honda Vario Motorcycles in Pasuruan

Cited by 2 publications

References 0 publications

Peran Brand Awareness Memediasi Social Media Marketing Terhadap Niat Beli Sepatu Nike Di Kota Denpasar

Peran Brand Awareness Memediasi Social Media Marketing Terhadap Niat Beli Sepatu Nike Di Kota Denpasar

The Effect of Associated Mediation, Loyalty, Brand Image and the Quality Accepted to the Equity of the Brand

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