Work

Pengaruh Persepsi Iklan, Kesadaran Merek, Citra Merek terhadap Sikap pada Merek dan Keputusan Pembelian (Studi pada Produk Pestisida Merek Sidamethrin 50 EC)

Year: 2013

Type: article

Abstract: The purpose of this study is to examine the effect of advertising perception, brand awareness and brand image on brand attitude and its impact on purchase decision. The sample consits of 170 farmer use Sidamethrin 50 E. The method of analysis was the path analysis. The results shows that advertising perception and brand image have positive and significant influence on brand attitude. Advertising perception has a positive and significant toward purchase decision, but brand image not significant toward purchase decision.

Source: Jurnal Aplikasi Manajemen

Authors: Rahma Tiara Hakim, Christin Susilowati

Institution: Universitat de Barcelona

Language: Indonesian

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $131

OpenAlex ID: W83340877

FWCI:

Cites: 15

Cited by: 8

Related to: 10