Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi Pembelian
This study is aimed to determine how the influence of heritage advertising, brand awareness and brand trust in creating the intention to buy. This study took 130 respondents and using purposive sampling method. Data analysis techniques used confirmatory factor analysis and structural equation modeli...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2010-12-01
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| Series: | Jurnal Manajemen Teori dan Terapan |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/2406 |
| _version_ | 1797972286113841152 |
|---|---|
| author | Happy Sandra Jony Oktavian Haryanto |
| author_facet | Happy Sandra Jony Oktavian Haryanto |
| author_sort | Happy Sandra |
| collection | DOAJ |
| description | This study is aimed to determine how the influence of heritage advertising, brand awareness and brand trust in creating the intention to buy. This study took 130 respondents and using purposive sampling method. Data analysis techniques used confirmatory factor analysis and structural equation modeling with software LISREL 8.80. The results showed that heritage ads significantly influence brand awareness but not for brand trust and intention to buy. On the other hand, brand awareness significantly influences brand trust as well as intention to buy. Furthermore, brand trust significantly influences intention to buy. Thus, a service provider needs to develop heritage advertising as its function to develop brand awareness which finally create intention to buy. A service provider has to maintain and develop brand awareness because it will create brand trust and intention to buy. |
| first_indexed | 2024-04-11T03:44:58Z |
| format | Article |
| id | doaj.art-126cd554597e4303af496661c973c7da |
| institution | Directory Open Access Journal |
| issn | 1979-3650 2548-2149 |
| language | English |
| last_indexed | 2024-04-11T03:44:58Z |
| publishDate | 2010-12-01 |
| publisher | Universitas Airlangga |
| record_format | Article |
| series | Jurnal Manajemen Teori dan Terapan |
| spelling | doaj.art-126cd554597e4303af496661c973c7da2023-01-02T02:48:41ZengUniversitas AirlanggaJurnal Manajemen Teori dan Terapan1979-36502548-21492010-12-013310.20473/jmtt.v3i3.24061758Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi PembelianHappy Sandra0Jony Oktavian Haryanto1Universitas Kristen Satya WacanaUniversitas Kristen Satya WacanaThis study is aimed to determine how the influence of heritage advertising, brand awareness and brand trust in creating the intention to buy. This study took 130 respondents and using purposive sampling method. Data analysis techniques used confirmatory factor analysis and structural equation modeling with software LISREL 8.80. The results showed that heritage ads significantly influence brand awareness but not for brand trust and intention to buy. On the other hand, brand awareness significantly influences brand trust as well as intention to buy. Furthermore, brand trust significantly influences intention to buy. Thus, a service provider needs to develop heritage advertising as its function to develop brand awareness which finally create intention to buy. A service provider has to maintain and develop brand awareness because it will create brand trust and intention to buy.https://e-journal.unair.ac.id/JMTT/article/view/2406 |
| spellingShingle | Happy Sandra Jony Oktavian Haryanto Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi Pembelian Jurnal Manajemen Teori dan Terapan |
| title | Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi Pembelian |
| title_full | Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi Pembelian |
| title_fullStr | Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi Pembelian |
| title_full_unstemmed | Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi Pembelian |
| title_short | Pengaruh Iklan Heritage Terhadap Brand Awarenes, Brand Trust, Dan Intensi Pembelian |
| title_sort | pengaruh iklan heritage terhadap brand awarenes brand trust dan intensi pembelian |
| url | https://e-journal.unair.ac.id/JMTT/article/view/2406 |
| work_keys_str_mv | AT happysandra pengaruhiklanheritageterhadapbrandawarenesbrandtrustdanintensipembelian AT jonyoktavianharyanto pengaruhiklanheritageterhadapbrandawarenesbrandtrustdanintensipembelian |