ANALISIS PENGARUH BRAND IMAGE, KETERLIBATAN PRODUK DAN MEDIA PERIKLANAN ES KRIM MAGNUM TERHADAP PERILAKU PEMBELIAN KONSUMEN
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.
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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Performance by Fakultas Ekonomi & Bisnis, Universitas Jenderal Soedirman, Indonesia