Brand Image Among The Purchase Decision Determinants

Andrianto, Novan ORCID: and Aliffianto, Achmad Yanu ORCID: (2020) Brand Image Among The Purchase Decision Determinants. Jurnal Studi Komunikasi, 4 (3). pp. 700-715. ISSN 2549-7626

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The purpose of this research was to measure the effect of word of mouth, perceived price, and service quality toward brand image and purchase decision. This research also aimed to measure the mediating effect of Brand Image toward the relationship between word of mouth, perceive price, and service quality with the purchase decision. This study used a survey technique that utilised questionnaires as research instruments for 200 respondents who have visited Surabaya hotels as well as Partial Least Square (PLS) data analysis techniques. The findings in this research proved that Word of Mouth, Perceived Price, and Service Quality have a significant positive effect on Brand Image and Purchase Decision. This research also revealed that brand image also has an intervening effect in the relationship of Word of Mouth, Perceived Price, and Service Quality with Purchase Decision.

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Item Type: Article
Uncontrolled Keywords: purchase decision; brand image; word of mouth; perceived price; service quality
Dewey Decimal Classification: 600 – Technology > 650 Management & auxiliary services > 658 General management
Divisions: Perpustakaan > Journals
Depositing User: Agung P. W.
Date Deposited: 01 Jul 2022 08:47
Last Modified: 01 Jul 2022 08:47

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