PENGARUH KESADARAN MEREK DAN DISKON HARGA TERHADAP NIAT PEMBELIAN DENGAN DI MEDIASI CITRA RESTORAN SEAFOOD NEW JAVANA DI SURABAYA
Daftar Isi:
- The purpose of this research was to examine The Effect of Brand Awareness and Price Discount on Purchase Intention with mediated Image of Restourant Seafood New Javana in Surabaya. The questionnaire as an instrument to get a response from the respondents and questionnaires were spread on the 76 respondents. Criteria Sample in this research is the consumer Seafood Resto New Javana aged above 19 years and domiciled in Surabaya. Sampling method used is the Accidental Sampling conducted by questionnaire in a Seafood Resto spread New Javana. Analysis techniques were used to test the hubunga of free variables, variables and variable bound to mediation is the Path Analysis with SPSS software for 16 Windows. This research shows that brand awareness and price discounts are significant and simultaneous partial influence on the image of the restaurant. Brand awareness and purchase intent significantly to berepngaruh, either directly or with the mediated image of the restaurant. Discount price effect is not significantly to purchase intent. But the discount price can purchase intent significantly to berepengaruh with the mediated image of the restaurant. Keyword : Awareness, Discount, Image, Purchase Intention