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Manajemen pemasaran kotler edisi 13 pdf9/17/2023 The result also shown that brand awareness can mediating the relationship between the effects of advertising and celebrity endorsement on purchase intention. The result of this research is each of advertising, celebrity endorsement, and brand awareness has a positive and significant impact on purchase intention. The study used Partial Least Square as the analytical technique. Questionnaires was conducted to collect the data, measured by 15 indicators and using Likert's scale. The number of samples taken was 150 respondents, using purposive sampling methods. This research's object is Vivo V15 in Denpasar City. The aim of this study is to determine the influence of advertising and celebrity endorsement on purchase intention and also to know the influence of brand awareness as the intervening variable. To increase purchase intention, a company can advertising their product and use celebrity endorsement, and those also can use to increase the brand awareness. Purchase intention is the intention of the customers to purchase a product of a certain brand in the future.
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