Intention to watch television: analysis of advertising, social media and bandwagon effect through brand equity

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Author: 
Dr. Mudji Sabar, Amal Brillianto and Dr. Hapzi Ali, C.M.A
Abstract: 

TV stations must have many and loyal audience, so that advertisers are interested in placing their ads, the more ads are served the more income they can get. The amount of the intentions to watch a TV station could be used to Predict the number of Spectators that would be Obtained. This type of research is explanatory research with case studies of GlobalTV Indonesia. Respondents are students at the University of Mercu Buana Meruya West Jakarta, respondents were selected Because students are the primary target audience of GlobalTV Indonesia. This study used a sample of 160 people. The sampling technique was accidental sampling. Results from the study were 1) Advertising, Social Media and Bandwagon Effect Significantly influence the Brand Equity, 2) Advertising and Social Media does not Significantly influence Intention To Watch, 3) Bandwagon Effect and Brand Equity have significant effect on Intention To Watch, 4) Advertising and Social Media has indirect effect on Intention To Watch through Brand Equity, 5) Brand Equity does not have the role of intervening against Intention To Watch

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   Vol. 07, Issue 03, March 2017

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