Influence of Brand Toward Purchase Intention of Corn Snack product in Grobogan Regency Central Java Indonesia

ATHANASIUS, SENTOT SUCIARTO and AGUSTINI, MARIA YOSEPHINE DWI HAYU and WIDYANTO, MARKUS Influence of Brand Toward Purchase Intention of Corn Snack product in Grobogan Regency Central Java Indonesia. International Conference on Economics, Business, and Management Research (ICEBMR). ISSN 978-602-6369-94-9

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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.

Item Type:	Article
Subjects:	600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management
Divisions:	Faculty of Economics and Business > Department of Management
Depositing User:	Ms Dwi Hayu Agustini
Date Deposited:	11 Oct 2022 02:38
Last Modified:	24 Nov 2022 02:58
URI:	http://repository.unika.ac.id/id/eprint/29712

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