Pentingnya Influencer, Komitmen Dan Daya Tarik Merek Terhadap Niat Membeli Dengan Citra Merek Sebagai Pemediasi Pada Produk Smartphone Vivo Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Sholikhati, Etika
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-09-11 02:47:06
Abstract :
The purpose of this study is to find out the importance of Influencers, Commitment, Brand Attractiveness with the mediation of Brand Image which in the end is the determinant of having a Vivo brand smartphone Purchase Intention. Data was collected from 128 respondents in Surabaya or domicile, who knows information about Vivo brand smartphones and have plans to buy Vivo brand smartphones in the future. Data collection techniques in this study by distributing online questionnaires using google form. The data analysis technique in this study uses primary data and uses smartPLS 3.0. The results of this study prove that Influencer, Commitment, Brand Attractiveness, Brand Image have a significant positive effect on Purchase Intention.
The purpose of this study is to find out the importance of Influencers, Commitment, Brand Attractiveness with the mediation of Brand Image which in the end is the determinant of having a Vivo brand smartphone Purchase Intention. Data was collected from 128 respondents in Surabaya or domicile, who knows information about Vivo brand smartphones and have plans to buy Vivo brand smartphones in the future. Data collection techniques in this study by distributing online questionnaires using google form. The data analysis technique in this study uses primary data and uses smartPLS 3.0. The results of this study prove that Influencer, Commitment, Brand Attractiveness, Brand Image have a significant positive effect on Purchase Intention.
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