Influence of Integrated Marketing and Brand Image on Intention to Buy Franchise Drink Company in Surabaya

被引：0
|
作者：
Arifin, Darma Fathurahman [1 ]
Kodrat, David Sukardi [1 ]
机构：
[1] Univ Ciputra, Fac Management & Business, Magister Management Program, Surabaya, Indonesia
来源：
7TH INTERNATIONAL CONFERENCE ON ENTREPRENEURSHIP (7TH ICOEN) | 2021年
关键词：
integrated marketing communication; brand image; buying intention; franchise; Surabaya;
D O I：
10.18502/kss.v5i5.8808
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This research examined the influence of integrated marketing communication and brand image on the intention to buy a franchise drink business in Surabaya. The Partial Least Square-Structural Equation Modeling (PLS-SEM) quantitative method was used to analyze the data, which were collected by purposive sampling. The sample included 75 individuals. Results of a questionnaire were processed by the software SmartPLS 3.0. Integrated marketing information communication had a positive impact.
引用
收藏
页码：184 / 193
页数：10
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