Effect of Product Image of SME in East Java Province on Purchasing Decisions

Riyanto, Darwin Yuwono and Adrianto, Yosef Richo (2021) Effect of Product Image of SME in East Java Province on Purchasing Decisions. Procedia Business and Financial Technology, 1 (1). ISSN 2807-131X

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Abstract

This research was conducted with the intention to identify the effect of product image excellence, product image strength and product image uniqueness on the decision making of purchasing SME products in management study program students in East Java. The population determined in this study were all active students of management study programs in East Java Province. The sampling technique used in this study was purposive sampling. This research was conducted through a survey approach. The data in this study were analyzed using multiple regression techniques to test the hypothesis proposed in this study. This research has urgency both for the development of marketing science or for stakeholders related to the development of SMEs. The novelty element of this research compared to other studies in the same field is the use of dimensions in the product image that are excellence, strength and uniqueness that are enhanced into research variables. This research has proven that product image, product image strength and product image uniqueness have a significant influence on purchasing decisions.


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Item Type: Article
Uncontrolled Keywords: The Uniqueness of the Product Image; The Strength of the Product Image; Superiority of the Product Image; The Purchasing Decision
Dewey Decimal Classification: 300 – Social sciences > 330 Economics > 330 Economics
Divisions: Perpustakaan > Prosiding/Call for Papers
Depositing User: Agung P. W.
Date Deposited: 13 Apr 2022 12:40
Last Modified: 13 Apr 2022 12:40
URI: http://repository.dinamika.ac.id/id/eprint/6186

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