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All Journal International Journal of Financial, Accounting, and Management
Mubarok, Rijal Rizki
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Decision Sciences, Operations Research & Management

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The effect of brand image, brand trust and reference group on the buying decision of sneakers Muslim, Miswanto; Mubarok, Rijal Rizki; Wijaya, Nikodemus Hans Setiadi
International Journal of Financial, Accounting, and Management Vol. 1 No. 2 (2019): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v1i2.170

Abstract

Purpose: The purpose of conducting this study was to test the effect of brand image, brand trust, and reference group on buying decision of sneakers. Research methodology: This study took the primary data through questionnaires distribution. The analytical method used is multiple-linear regression. Results: The finding from hypothesis testing results is that brand image, brand trust, and reference group have positive effect on buying decision of sneaker shoes. Limitations: The testing involved only 3 factors, while generally, buying decision is often affected by some other factors for example, price, taste, and others. Contribution: This study can be used to add insight and reference for the next study, especially in the marketing of sneakers. Keywords: Brand image, Brand trust, Reference group, Sneakers
The effect of brand image, brand trust and reference group on the buying decision of sneakers Muslim, Miswanto; Mubarok, Rijal Rizki; Wijaya, Nikodemus Hans Setiadi
International Journal of Financial, Accounting, and Management Vol. 1 No. 2 (2019): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v1i2.170

Abstract

Purpose: The purpose of conducting this study was to test the effect of brand image, brand trust, and reference group on buying decision of sneakers. Research methodology: This study took the primary data through questionnaires distribution. The analytical method used is multiple-linear regression. Results: The finding from hypothesis testing results is that brand image, brand trust, and reference group have positive effect on buying decision of sneaker shoes. Limitations: The testing involved only 3 factors, while generally, buying decision is often affected by some other factors for example, price, taste, and others. Contribution: This study can be used to add insight and reference for the next study, especially in the marketing of sneakers. Keywords: Brand image, Brand trust, Reference group, Sneakers
Co-Authors Miswanto Miswanto Muslim, Miswanto Wijaya, Nikodemus Hans Setiadi