Zuraida, Lukia and Chasanah, Uswatun (2011) PENGARUH KREDIBILITAS PERUSAHAAN DAN ENDORSER TERHADAP NIAT BELI KONSUMEN YANG DIMEDIASI OLEH EFEKTIFITAS IKLAN DAN PENGENALAN MEREK. Jurnal Kajian Bisnis, 19 (1). pp. 1195-1205. ISSN 0854-4530
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Abstract
The research’s aim is to examine the impact of corporate credibility and endorser toward purchase intention with is mediated by attitude toward the ad and attitude toward the brand. The data has been collected using survey method and taken a sample on 255 respondent which consist of university student swho take the course of marketing management in around university in Daerah Intimewa Yogyakarta. The result of this research is to do validity testing and the validity with a loading factor between 0,71 until 0,98. As well as the reliability testing could be say only some part of them are reliable. This research using SEM (Structural Equation Modelling) Analysis, several hypothesis are confirmed. The third hypothesis show there is relationship between corporate credibility and attitude toward the ad. The fourth hypothesis show there is relationship between corporate credibility and attitude toward the brand. The six hypothesis have significance relationship between attitude toward the brand and purchase intention. Concerning the other hypothesis first, second, fifth and seven are all rejected. As for the existence of mediating variable wich attitude toward ad can not be proven as mediate the relationship between endorser credibility and attitude toward the brand. Keyword: Corporate credibility, endorser credibility, attitude toward the ad, attitude toward the brand and purchase intentions
| Item Type: | Article |
|---|---|
| Subjects: | B. Manajemen > Manajemen Pemasaran B. Manajemen > Manajemen Pemasaran > Strategi Pemasaran |
| Divisions: | S1 Manajemen |
| Depositing User: | Library STIE Widya Wiwaha |
| Date Deposited: | 04 Aug 2020 02:42 |
| Last Modified: | 04 Aug 2020 02:42 |
| URI: | http://eprint.stieww.ac.id/id/eprint/1233 |
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