PERAN CITRA MEREK MEMEDIASI PENGARUH IKLAN TERHADAP KEPUTUSAN PEMBELIAN ES KRIM WALL’S MAGNUM
ABSTRACT: The current
development of the advertising world continues to increase, making the company
selectiv in creating creative and engaging advertisements to provide a brand
image that can attract consumers in purchasing decisions. The purpose of this
study was to determine the role of brand image mediating the influence of
advertising on purchasing decisions of Wall's Magnum ice cream. This research
was conducted in Kecamatan Kuta. The number of samples taken as many as 100
samples with nonprobability sampling method. The data was collected through
questionnaires with likert scale 1-5. The analysis technique used is path
analysis (Path analysis). Based on the results of the analysis found that ads
have a positive effect on brand image, brand image positively affects
purchasing decisions, advertising positively affects purchasing decisions and
brand image mediates the effect of advertising on purchasing decisions. Advice
for companies, if you want to improve purchasing decisions should pay attention
to advertising and brand image. Suggestions for future researchers are to
research using variables other than the influence of advertising, brand image
to examine purchasing decisions.
Keywords: Brand Image,
Advertisement, Purchase Decision
Penulis: Ni Putu Jessica
Maharani Putri, Ni Made Wulandari Kusumadewi
Kode Jurnal: jpmanajemendd180167
