Influence of Integrated Marketing and Brand Image on Intention to Buy Franchise Drink Company in Surabaya

Abstract

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