The Influences of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, on Purchase Intention

17 Pages Posted: 3 Feb 2020

See all articles by Osly Usman

Osly Usman

State University of Jakarta - Faculty of Economics

Faidah Fenny Permatasari

State University of Jakarta - Faculty of Economics

Date Written: December 28, 2019

Abstract

Advertising endorser play a key role on information transmission between manufacturers and consumers. Its purpose is to draw consumers’ attention and interest in order to achieve the object of communication with consumers. This study uses a technique used in sampling in this study is SmartPLS version 3, with a sample of 200 respondents en. The data collection questionnaire using Smart Partial Least Square, premises n software Smart PLS. The sample was chosen randomly from lectures and students at Jakarta State University and the general public. The results of previous studies indicate that there is a positive effect of advertising, brand image, price promotion, but there is no positive effect of brand equity on purchase intentions.

Keywords: Endorser, Brand Image, Brand Equity, Price Promotion, Purchase Intention

Suggested Citation

Usman, Osly and Permatasari, Faidah Fenny, The Influences of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, on Purchase Intention (December 28, 2019). Available at SSRN: https://ssrn.com/abstract=3510810 or http://dx.doi.org/10.2139/ssrn.3510810

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

Faidah Fenny Permatasari (Contact Author)

State University of Jakarta - Faculty of Economics

Jalan Rawamangun Muka no 1
Jakarta Timur, ID jakarta 13220
Indonesia

HOME PAGE: http://unj.ac.id

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