Rebranding and Purchase Intention on King Thai Tea

DOI

10.2991/gcbme-16.2016.78How to use a DOI?

Keywords

Rebranding, Purchase Intention, AIDA

Abstract

The rapid development of the food and beverage industry MSMEs sector creates great opportunities for entrepreneurs. One of them Thai Tea is emerging discussed being targeted businesses to get involved that led to keen competition. The purpose of the research is to describe the rebranding conducted by King Thai Tea and purchase intention as well as the influence of rebranding conducted by King Thai Tea on purchase intention. This study used descriptive and verification methods. Samples taken were 170 respondents. The sampling technique used is probability sampling. Data analysis technique used is the Pearson product moment correlation coefficient and simple linear regression analysis. Hypothesis test used t-test to view the partial effect. The results of this study indicate that the rebranding and purchase intention in the high category on the continuum line. The results of the correlation calculations, rebranding variables have a significant influence on purchase intention.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Heny Hendrayati
AU  - Ratih Hurriyati
AU  - Cipto Putra Daud
PY  - 2016/08
DA  - 2016/08
TI  - Rebranding and Purchase Intention on King Thai Tea
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 431
EP  - 436
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.78
DO  - 10.2991/gcbme-16.2016.78
ID  - Hendrayati2016/08
ER  -