INFLUENCE OF BRAND TOWARD PURCHASE INTENTION OF CORN SNACK PRODUCT IN GROBOGAN REGENCY CENTRAL JAVA INDONESIA

Suciarto, Sentot INFLUENCE OF BRAND TOWARD PURCHASE INTENTION OF CORN SNACK PRODUCT IN GROBOGAN REGENCY CENTRAL JAVA INDONESIA. In: PROCEEDINGS International Conference on Economics, Business, and Management Research (ICEBMR 2017), Theme : "Sustainable Innovation Collaboration in Economics, Business, Management, and Information Technology", 18 - 21 November 2017, Sanata Dharma University, Yogyakarta, Indonesia. (Unpublished)

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Abstract

This research was conducted in Grobogan Regency Central Java Province Indonesia. As the central of farming, it was well known of corn produce. This research wants to know if brand can affect people in choosing snack made by corn product. It wanted to know if there were influences of brand based on CEEE concept by Keller toward purchase intention. Samples were selected by purposive sampling of 90 students in Purwodadi Grobogan. Questionnaires were used and distributed. It was found that there were significantly influences of brand salience and brand resonance toward purchase intention. There were also significantly influences of brand elements namely brand salience, brand imagery and brand resonance toward purchase intention. Keywords: brand; brand equity; CEEE (customer based brand equity).

Item Type: Conference or Workshop Item (Paper)
Subjects: > 650 Management > 659 Advertising and public relations
> 650 Management > 659 Advertising and public relations > Brands
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Mrs Rikarda Ratih
Date Deposited: 23 Nov 2017 07:29
Last Modified: 23 Nov 2017 07:50
URI: http://repository.unika.ac.id/id/eprint/15135

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