Published date: Mar 22 2021

Journal Title: KnE Social Sciences

Issue title: 7th International Conference on Entrepreneurship (7th ICOEN)

Pages: 184–193

DOI: 10.18502/kss.v5i5.8808

Darma Fathurahman Arifindarma.arifin@ciputra.ac.idFaculty of Management and Business, Magister Management Program, Universitas Ciputra, Surabaya, Indonesia

David Sukardi KodratFaculty of Management and Business, Magister Management Program, Universitas Ciputra, Surabaya, Indonesia

This research examined the influence of integrated marketing communication and brand image on the intention to buy a franchise drink business in Surabaya. The Partial Least Square-Structural Equation Modeling (PLS-SEM) quantitative method was used to analyze the data, which were collected by purposive sampling. The sample included 75 individuals. Results of a questionnaire were processed by the software SmartPLS 3.0. Integrated marketing information communication had a positive impact.

Keywords: integrated marketing communication, brand image, buying intention, franchise, Surabaya

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