Brand image among the purchase decision determinants

Abstract

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.

Purchase Decision Strategy Through Private Bank Customer Satisfaction: Product Quality, Product Price, And Service Quality

“…I have. (4) This study uses periodic data and we are unable to observe the significance of relationships between variables from time to time. Therefore, future studies should consider longitudinal approaches.…”

“…That he is one is the pursuit of satisfaction. (Andrianto & Fianto, 2020). High customer purchasing decisions increase bank profits, while low level product purchases reduce bank income.…”

Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Membeli Melalui Citra Merek Produk Sabun Blue Ocean di Jakarta

“…Keputusan pembelian dipengaruhi oleh beberapa faktor, perusahaan dituntut untuk selalu bersaing dan menarik perhatian konsumen. Ada beberapa faktor yang dapat mempengaruhi keputusan pembelian, diantaranya kualitas produk, kualitas pelayanan dan juga citra merek (Andrianto & Fianto, 2020;Arifin et al, 2022;Ma'arif & Budiarti, 2022).…”

“…Pelayanan yang berkualitas mampu membentuk citra yang baik suatu produk. Selaras dengan studi yang dilakukan (Andrianto & Fianto, 2020) yang memperoleh hasil bahwa kualitas pelayanan berpengaruh signifikan terhadap citra merek. Pelayanan yang baik dapat tercapai jika produsen mampu melakukan pelayanan yang sesuai dengan prosedur yang telah ditentukan.…”

Brand image’s impression on impulsive buying of healthcare products

“…Che Hui Lien (2015) added that the research results revealed that brand image is one of the critical factors influencing a product's purchase. Novan (Andrianto & Fianto, 2020) also stated in his research using a brand image as an intervening variable between word of mouth, perceived price, service quality and purchasing decisions. His research proves that brand image has a dominant positive influence on purchasing decisions between the three independent variables.…”