Factors Influence Brand Awareness Towards Purchasing Intention on Susu Kental Manis Frisian Flag

Authors

  • Herliani Gemmy President University
  • Jony Oktavian Haryanto President University

DOI:

https://doi.org/10.32924/ijbs.v3i2.87

Keywords:

Brand Awareness, Purchasing Intention, Structural Equation Modelling

Abstract

Frisian Flag as a market leader dairy product in Indonesia has a large market share. However last year, brand value of Susu Kental Manis Frisian Flag has decreased dramatically. In addition, this study aimed to determine the factors that influenced brand awareness towards purchasing attention on Susu Kental Manis Frisian Flag. The type of this research was survey research by using questionnaire and took 200 respondents who knew and have tried Susu Kental ManisFrisian Flag. The data processing used structural equation modelling, this research result showed that positive factors which influenced brand awareness were attractiveness of advertisement and distribution intensity. While, brand awareness affects actual purchasing intention positively.

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Submitted

2019-09-05

Published

2019-12-17

How to Cite

Gemmy, H., & Haryanto, J. O. (2019). Factors Influence Brand Awareness Towards Purchasing Intention on Susu Kental Manis Frisian Flag. International Journal of Business Studies, 3(2), 40–53. https://doi.org/10.32924/ijbs.v3i2.87

Issue

Vol. 3 No. 2 (2019): International Journal of Business Studies (IJBS)

Section

Articles

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