Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Journal of Innovation in Business and Economics
Kurniawan, Oki
Faculty of Economics and Business, University of Muhammadiyah Malang
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH BRAND POSITIONING DAN CONSUMPTION VALUE TERHADAP CONSUMER CHOICE BEHAVIOR (STUDI PADA PENGGUNA LAYANAN DATA XL) Kurniawan, Oki
Journal of Innovation in Business and Economics Vol 7, No 2 (2016)
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (147.942 KB) | DOI: 10.22219/jibe.v7i2.3412

Abstract

Expansion of cellular network that provide faster data access makes rivalry between cellular operator switch from voice and sms to data service. This study has an objective to explore the influence of brand position to consumer choice behavior with consumption values as moderating variable based on Theory of Consumption Values in the context of XL data service. Brand positioning as a marketing stimuli has an important role as value creation that create a value to fill the consumer wants and needs. Hypothesis testing was performed with Structural Equation Model-Partial Least Square (SEM-PLS) on data collected from 163 mobile data users. This study proves that consumption values as mediator to connect the relationship between brand positioning and consumer choice behavior.Keywords: Brand Positioning, Consumption Values, Consumer Choice Behavior, Telecommunication, SEM-PLS
Co-Authors