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Arifin, D. F., & Kodrat, D. S. (2021). Influence of Integrated Marketing and Brand Image on Intention to Buy Franchise Drink Company in Surabaya. KnE Social Sciences, 5(5), 184–193. https://doi.org/10.18502/kss.v5i5.8808

https://doi.org/10.18502/kss.v5i5.8808

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authors

  • Darma Fathurahman Arifin

    Darma Fathurahman Arifin

    Faculty of Management and Business, Magister Management Program, Universitas Ciputra, Surabaya, Indonesia
  • David Sukardi Kodrat

    David Sukardi Kodrat

    Faculty of Management and Business, Magister Management Program, Universitas Ciputra, Surabaya, Indonesia

Published Date

  • Mar 22, 2021

Influence of Integrated Marketing and Brand Image on Intention to Buy Franchise Drink Company in Surabaya

KnE Social Sciences / 7th International Conference on Entrepreneurship (7th ICOEN) / Pages 184–193

Abstract

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

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