The impact of humor advertisement, brand awareness, sales promotion, and perceived value on purchase intention toward AXIS provider in Surabaya

Yudistira, I Putu Pratama (2019) The impact of humor advertisement, brand awareness, sales promotion, and perceived value on purchase intention toward AXIS provider in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

This research is intended in examining the impact of humor advertisement, brand awareness, sales promotion, and perceived value on purchase intention toward AXIS provider in Surabaya. Data analysis technique used in this research is Structural Equating Modeling (SEM) with Partial Least Square (PLS). The object of this study is the AXIS potential customers in Surabaya, with a total sample of 100 respondents. The sampling used in this research is distributing questionnaires to the AXIS potential customers in Surabaya. The results of study indicate that humor advertisement has significance impact on brand awareness, however, humor advertisement and sales promotion does not have significance impact on purchase intention, while brand awareness and perceived value show significance impact on purchase intention.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Humor advertisement, brand awareness, sales promotion, perceived value, purchase intention.
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 6916 not found.
Date Deposited: 05 Jul 2019 06:44
Last Modified: 05 Jul 2019 06:44
URI: https://repository.ukwms.ac.id/id/eprint/18634

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