PENGARUH KEMASAN DAN DAYA TARIK IKLAN TERHADAP CITRA MEREK SERTA PREFERENSI MEREK DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Mahasiswa/i Undip Konsumen AQUA)
Abstract: This study is aims
to analyze the influence of packaging and advertising appeal on brand image and
brand preference in social media to purchase decisions (study on students Undip
consumer AQUA).The data collecting method is done through a questionnaire with
close and open questions to 100 respondents. Sampel criteria such as students
of Undip, who watch advertising of AQUA in mass media or social media and
buying AQUA in 2016/2017. Multiple regression analysis in SPSS program is used
for this study. The results showed that the packaging and advertising appeal
has positive and significant effect on brand image, and then brand image and
brand preference in social media has positive and significant effect on
purchase decisions.
Keywords: packaging,
advertising appeal, brand image, purchase decisions
PENULIS: Ida Maslakhah, Sutopo
Sutopo
Kode Jurnal: jpmanajemendd170942
