期刊名称：Researchers World - Journal of Arts Science & Commerce
印刷版ISSN：2229-4686
电子版ISSN：2229-4686
出版年度：2011
卷号：2
期号：4
页码：77-90
出版社：Educational Research Multimedia & Publication
摘要：Children are unique and also potential market They are unique, because they usually do not spend their own money but they might have high purchasing power back up. They are potential, because from the number of kids and spending, they are big and promising. Kids market consists of three markets, they are: Firstly, primary markets which is targeting the children itself. Secondly, influence market which is emphasizing the influence that children assert on family purchases. Thirdly, future market which is considering the future market from the children. Based on the high potential market of the children, the writer wants to identify the impacts of autobiographical memory toward brand image, buying habituation, and brand loyalty. Furthermore, it is needed to identify the antecedents of autobiographical memory and brand loyalty for children. Data was taken using cluster sampling and analyzed using Structural Equation Modelling. The research was conducted at Salatiga, Central Java Indonesia with total respondents 231. 127 respondents from state junior high school whereas 104 respondents from private junior high school. The results shows that reference group, advertising, and product attribute are the antecedents of autobiographical memory. It also shows that autobiographical memory positively influence brand image. It is also found that reference group, autobiographical memory, brand image, and buying habituation are the antecedents of brand loyalty for children
