Analisis Pengaruh Citra Merek, Persepsi Harga, Sikap Merek, Lokasi dan Word of Mouth Terhadap Niat Menonton di Cinema XXI Kota Padang

Authors

  • Ullya Rahmi Aswin Department of Management, Faculty of Economic, Putera Indonesia Univeristy, Padang West Sumatra Indonesia
  • Danny Hidayat Department of Management, Faculty of Economics, Universitas Andalas, Padang West Sumatra Indonesia

DOI:

https://doi.org/10.25077/amar.3.1.115-132.2019

Keywords:

Brand Image, Price Perception, Brand Attitude, Location, Word of Mouth, Purchase Intention

Abstract

This study aims to analyze the influence of Brand Image, Price Perception, Brand Attitudes, Location and Word of Mouth to Purchase Intention at Cinema XXI Padang City. The sample of this research is the first time viewers in Cinema XXI in Padang City as many as 208 respondents. The research data processing is done by using SEM (Structural Equation Modeling) method, with the type of Structural Equation Modeling (SEM) used by Smart Pls. The results showed that Brand Image, Price Perception, Brand Attitudes, Location and Word of Mouth positively influence the Purchase Intention

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Published

2019-05-24

How to Cite

Aswin, U. R. and Hidayat, D. (2019) “Analisis Pengaruh Citra Merek, Persepsi Harga, Sikap Merek, Lokasi dan Word of Mouth Terhadap Niat Menonton di Cinema XXI Kota Padang”, AMAR (Andalas Management Review), 3(1), pp. 115–132. doi: 10.25077/amar.3.1.115-132.2019.

Issue

Vol. 3 No. 1 (2019)

Section

Articles

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