Pengaruh event dan brand image terhadap behavioral intention di Gundaling Farm

Albert vincent lee(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian dilakukan untuk mengetahui pengaruh Event dan Brand Image terhadap Behavioral Intention di Gundaling Farm Pengambilan data dilakukan dalam periode waktu 07 November 2023 - 22 November 2023 melalui Google Form dengan link petra.id/SurveiGundalingFarm dan mendapatkan 129 responden. Variabel penelitian Event diukur dengan  Indikator, Behavioral Intention diukur dengan indikator, dan Brand Image diukur dengan  indikator. Hasil penelitian membuktikan bahwa Event memiliki pengaruh langsung / direct Effect terhadap Behavioral Intention. Dan Brand Image memiliki pengaruh langsung / direct Effect terhadap Behavioral Intention. Dengan sumbangan terhadap pengaruh total Event dan Brand Image terhadap Behavioral Intention senilai.



Keywords


event; brand image; behavioral intention

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References


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