Iklan, Asosiasi Merek, dan Keputusan Pembelian
The impact of advertising on brand association has raised many questions among scholars. Some agree that advertising can leverage and help building brand association in consumer’s perspective. Others are against this opinion. However, this research is trying to investigate whether advertising does c...
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Bina Nusantara University
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doaj-afad647b81e844e7859634d1cb839de42021-01-13T04:24:43ZengBina Nusantara UniversityJournal the Winners1412-12122541-23882009-09-0110213714710.21512/tw.v10i2.708558Iklan, Asosiasi Merek, dan Keputusan PembelianDian Tauriana0Devy Safriliana1Universitas Bina NusantaraUniversitas Bina NusantaraThe impact of advertising on brand association has raised many questions among scholars. Some agree that advertising can leverage and help building brand association in consumer’s perspective. Others are against this opinion. However, this research is trying to investigate whether advertising does correlate to brand association that later on impacts on purchase decision making. Data collected by interviewing respondents regarding car purchase in the showroom. The analysis is conducted by using path analysis. From the result, it is figured out that the influence/impact of brand association on purchase decision making is very low. Thus, other element such as advertising and any activities to leverage brand association should be taken into account.https://journal.binus.ac.id/index.php/winners/article/view/708advertisingbrand associationpurchase decision making |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Dian Tauriana Devy Safriliana |
spellingShingle |
Dian Tauriana Devy Safriliana Iklan, Asosiasi Merek, dan Keputusan Pembelian Journal the Winners advertising brand association purchase decision making |
author_facet |
Dian Tauriana Devy Safriliana |
author_sort |
Dian Tauriana |
title |
Iklan, Asosiasi Merek, dan Keputusan Pembelian |
title_short |
Iklan, Asosiasi Merek, dan Keputusan Pembelian |
title_full |
Iklan, Asosiasi Merek, dan Keputusan Pembelian |
title_fullStr |
Iklan, Asosiasi Merek, dan Keputusan Pembelian |
title_full_unstemmed |
Iklan, Asosiasi Merek, dan Keputusan Pembelian |
title_sort |
iklan, asosiasi merek, dan keputusan pembelian |
publisher |
Bina Nusantara University |
series |
Journal the Winners |
issn |
1412-1212 2541-2388 |
publishDate |
2009-09-01 |
description |
The impact of advertising on brand association has raised many questions among scholars. Some agree that advertising can leverage and help building brand association in consumer’s perspective. Others are against this opinion. However, this research is trying to investigate whether advertising does correlate to brand association that later on impacts on purchase decision making. Data collected by interviewing respondents regarding car purchase in the showroom. The analysis is conducted by using path analysis. From the result, it is figured out that the influence/impact of brand association on purchase decision making is very low. Thus, other element such as advertising and any activities to leverage brand association should be taken into account. |
topic |
advertising brand association purchase decision making |
url |
https://journal.binus.ac.id/index.php/winners/article/view/708 |
work_keys_str_mv |
AT diantauriana iklanasosiasimerekdankeputusanpembelian AT devysafriliana iklanasosiasimerekdankeputusanpembelian |
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1724339414611525632 |