Pengaruh Kesadaran Merek Terhadap Niat Beli Dengan Sikap Rekomendasi Sponsor Sebagai Variabel Mediasi Pada Konsumen Samsung di Kota Banda Aceh

Authors

  • Iskandarsyah Madjid Universitas Syiah Kuala, Banda Aceh
  • Adek Maulana Alumni Universitas Syiah Kuala, Banda Aceh

DOI:

https://doi.org/10.29103/e-mabis.v17i1.55

Abstract

The purpose of this study was to measure the impact of brand awreness to purchase intention with attitude toward sponsor recomendation as mediating variables on Phone cell consumers in Banda Aceh. Data we collected from a sample of 100 respondents. Data collection equipments used in this research is a questionnaire. The sampling technique used was purposive sampling. Hierarchical Linear Modeling (HLM) was used as method of analysis to determine the effect of all the variables
involved. Based on the result of HLM analysis there is a positive effect on brand awareness toward purchase inten, brand awareness has a positive influence on the sponsor recommendation behavior, sponsor recommendation behavior has a poitive influence on purchase intentions, and attitude toward sponsor recomendation mediated the effect of the brand awareness toward purchase intention.

Keywords: Brand Awareness, Attitude Toward Sponsor Recomendation, Purchase
Intention, Hierarchical Linear Modelling

Downloads

Published

2016-06-06

Issue

Vol. 17 No. 1 (2016): April

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).