Analisis Pengaruh Advertisement Design, Brand Trust Dan Consumer Product Knowledge Terhadap Buying Intention PT Astra Graphia Tbk (Studi Kasus: Printer Personal Multifungsi Fuji Xerox)

Penulis

  • Ade Djuanda STIE Bisnis Internasional Indonesia Bekasi

DOI:

https://doi.org/10.56145/jurnalekonomidanbisnis.v3i1.66

Kata Kunci:

Celebrity Endorser, Brand Equity, Purchase Intention

Abstrak

Tujuan Penelitian ini untuk mengetahui Advertisement Design pengaruh terhadap Buying Intention,Brand Trust pengaruh terhadap Buying Intention, Consumer Product Knowledge pengaruh terhadap Buying Intention, dan Advertisement Design, Brand Trust, Consumer Product Knowledge secara simultan pengaruhterhadap Buying Intention pada PT Astra Graphia produk printer personal multifungsi fuji xerox. Penelitian ini menggunakan 100 responden pelanggan yang telah membeli produk fuji xerox. Metode yang digunakan sebagai alat analisis adalah regresi berganda, menggunakan SPSS 22.0. Hasil penelitian menunjukkan Tidak ada pengaruh yang signifikan antara variabel Advertisement Design terhadap Buying Intention, ada pengaruh yang signifikan antara variabel Brand Trust terhadap Buying Intention, ada pengaruh signifikanConsumer Product Knowledge (X3) terhadap Buying Intention (Y) dan secara simultan Advertisement Design, Brand Trust dan Consumer Product Knowledgeberpengaruh signifikan terhadap Buying Intention.

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Unduhan

Diterbitkan

2023-07-29

Cara Mengutip

Djuanda, A. (2023). Analisis Pengaruh Advertisement Design, Brand Trust Dan Consumer Product Knowledge Terhadap Buying Intention PT Astra Graphia Tbk (Studi Kasus: Printer Personal Multifungsi Fuji Xerox). Jurnal Ekonomi Dan Bisnis, 3(2), 1–15. https://doi.org/10.56145/jurnalekonomidanbisnis.v3i1.66

Terbitan

Vol 3 No 2 (2023): Jurnal Ekonomi dan Bisnis

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Hak Cipta (c) 2023 Ade Juanda

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