Detail Analisis Pengaruh Promosi Buzz Marketing Terhadap Brand Image, Brand Awareness Dan Purchasing Decision : Peran Involvement Bibliografi Author: PERTIWI, MONICA SELLY ; Widodo, Eko (Advisor) Topik: Buzz Marketing; Brand Image; Brand Awareness; Purchasing Decision And Involvement Bahasa: (ID )     Penerbit: Program Studi Magister Manajemen Sekolah Pascasarjana Universitas Katolik Indonesia Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2017     Jenis: Theses - Master Thesis Fulltext: Monica Selly Pertiwi’s Master Theses.pdf (3.27MB; 49 download) Abstract This research will be devoted to the study of buzz marketing, a concept that is in expansion in the present advertising landscape, to study its relevance and importance in corporate advertising communication. The purpose of this communication is to contribute to the comprehension of a buzz marketing and analyze the relationship between the brand and the consumer. Researcher also propose an abstract model to establish an explicit and a direct connection between buzz marketing with variables. Researcher show of the literature of this present research demonstrates of buzz marketing will be analyzed through the main objects pursued by companies PT. QN Indonesia usually namely: brand image, brand awareness and purchasing decision and role of involvement. The empiric data was taken by disseminating the questionnaires to the independent representatives of PT. QN Indonesia at Sona Topas Tower Sudirman, Jakarta, though the valid questionnaires that could then be analyzed were only 291 questionnaires. The model research get final test hypothesis that stated there 5 hypothesis accepted and 1 hypothesis was rejected, considered mutual directly influence each other between variable buzz marketing on variable brand image, brand awareness, purchasing decision and influence moderating the role of involvement in welfare between buzz marketing relationship with the brand image and purchasing decision but not into brand awareness. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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