ANALISIS PENGARUH BRAND IMAGE, KETERLIBATAN PRODUK DAN MEDIA PERIKLANAN ES KRIM MAGNUM TERHADAP PERILAKU PEMBELIAN KONSUMEN
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Abstract
The purpose of this research was to analyze the influence of brand image, product involvement and advertising media toward consumer purchase behavior. Accidental sampling was applied to get 100 respondents. By using Multiple Regression this study found that brand image, product involvement and advertising media had positive effect on consumer purchase behavior.
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DEWI, Cyntia; SULIYANTO, Suliyanto.
ANALISIS PENGARUH BRAND IMAGE, KETERLIBATAN PRODUK DAN MEDIA PERIKLANAN ES KRIM MAGNUM TERHADAP PERILAKU PEMBELIAN KONSUMEN.
Performance: Jurnal Personalia, Financial, Operasional, Marketing dan Sistem Informasi, [S.l.], v. 16, n. 2, p. 1-13, sep. 2012.
ISSN 2615-8094.
Available at: <http://jos.unsoed.ac.id/index.php/performance/article/view/744>. Date accessed: 25 apr. 2024.
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