29
No Peneliti Judul Hasil penelitian
1 Teresa Montaner,Jose-
The effect of Promotion
Type And Benefit
Congruency on Brand
Image
X Y
(Promotion
berpengaruh terhadap
miguel Pina
Brand image)
2 Muhammad sabbir
Brand Image on Customer
Perception:structural
equiation Modeling
Approach on Yung
Customer’s in Bangladesh
Y Z
(Br and Image sangat
signifikan
mempengaruhi
customer persp ective)
rahman,Md.Mahmudul
Haque,Bashir Hussain
3 Ray Johnson,Johan
Regional Brand Image and
Perceived wine quality:
the customer perspective
Y Z
(Br and image
berpengaruh terhadap
Customer perspective)
Bruwer
2.9 Kerangka Pemikiran
E-PROMOTION
Brand Image
•
Advertising
•
Corporate Image
2
•
Sales Promotion
•
User Image
2.8
•
Product Image
Fredi Rangkuti (2009) dan Soegoto
(2009)
David Biel (2009)
Perspective customer
•
Kebutuhan dan Keinginan
•
Pengalaman masa lalu
•
Pengalaman dari teman
•
Komunikasi iklan
Vincent Gaspers(2008,p118)
Gambar 2.1 Kerangka Pemikiran
2.10 Hipotesis
1. Ho : Tidak ada pengaruh yang signifikan antara variabel E-Promotion terhadap
Brand Image
 |