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All Journal Journal of Management Review Enrichment : Journal of Management Bakti Cendana: Jurnal Pengabdian Masyarakat ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING International Journal of Management Science and Information Technology (IJMSIT) Jurnal Pengabdian Siliwangi Business Management and Entrepreneurship Journal Smart International Management Journal (SIMJ)
Wursan Wursan
Fakultas Ekonomi, Universitas Siliwangi, Tasikmalaya
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Nursing Social Sciences Other

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The Effects of Corporate Identity and Product Knowledge on Consumer Purchase Decision Asep Saepudin; Edi Ganda Permana; Wursan Wursan; Tine Badriatin
International Journal of Management Science and Information Technology Vol. 2 No. 2 (2022): July - December 2022
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v2i2.812

Abstract

The background of this research is that consumer purchasing decisions for the mobile phone Oppo brand are still fluctuating. This is due to Corporate identity, knowledge of the product. Thus, this research focuses on the influence of corporate identity and product knowledge on consumer purchasing decisions. The method used is descriptive qualitative with the following research results. Respondents' responses to corporate identity tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant influence of corporate identity on consumer purchasing decisions. This means that if corporate identity increases, it will be followed by an increase in consumer purchasing decisions. Respondents' responses to product knowledge tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant effect of product knowledge on consumer purchasing decisions. This means that if knowledge about the product increases, it will be followed by an increase in consumer purchasing decisions. Respondents' responses to corporate identity and product knowledge tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant influence of corporate identity and product knowledge on consumer purchasing decisions. This means that if knowledge about the product increases, it will be followed by an increase in consumer purchasing decisions.
Co-Authors Asep Saepudin Asep Saepudin Badriatin, Tine Dede Arif Rahmani Edi Ganda Permana Erwin Yulianto Kurniawan Lucky Radi Rinandiyana Masitoh, Noneng Mira Rahmawati Obyn Imhart Pumpente Rosyadi, Agi Sakifah Sani, Ageng Asmara