Influence of Integrated Marketing and Brand Image on Intention to Buy Franchise Drink Company in Surabaya
Keyword(s):
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. Keywords: integrated marketing communication, brand image, buying intention, franchise, Surabaya
2020 ◽
Vol 4
(4)
◽
pp. 55-74
Keyword(s):
2019 ◽
Vol 71
(5)
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pp. 677-692
2021 ◽
pp. 2516600X2199194
2021 ◽
Vol 2
(5)
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pp. 1743-1754