ABSTRACT: This study is aimed to determine how the influence of heritage advertising, merk awareness and merk trust in creating the intention to buy. This study took 130 respondents and using purposive sampling method. Data analysis techniques used confirmatory factor analysis and structural equation modeling with software LISREL 8.80. The results showed that heritage ads significantly influence merk awareness but not for merk trust and intention to buy. On the other hand, merk awareness significantly influences merk trust as well as intention to buy. Furthermore, merk trust significantly influences intention to buy. Thus, a service provider needs to develop heritage advertising as its function to develop merk awareness which finally create intention to buy. A service provider has to maintain and develop merk awareness because it will create merk trust and intention to buy.
Keywords: heritage ads, merk awareness, merk trust, intention to buy
Penulis: Happy Sandra, Jony Oktavian Haryanto
Kode Jurnal: jpmanajemendd100302
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