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All Journal Jurnal Manajemen Strategi dan Aplikasi Bisnis
Elwisam Elwisam
Fakultas Ekonomi dan Bisnis, Universitas Nasional Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Determinant Citra Merek dan Dampaknya pada Keputusan Pembelian Sabun Mandi Rahayu Lestari; Elwisam Elwisam; Molina Molina
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol 3 No 2 (2020)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

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Abstract

This study discusses issues related to purchasing decisions. Respondents in this study are consumers who buy and use then provide an assessment in the form of answers to questionnaires (questionnaires) that researchers provide that are in the Territory Tangerang and Depok. Analytical technique used to answer the hypothesis in this study using descriptive analysis method and analysis Smart Partial Least Square (PLS) with program SmartPLS 3.0 software. The number of samples used are 100 respondents residing in Tangerang and Depok areas. The results conclude brand awareness has a negative role to the brand image, competitive advantage has a positive role to the brand image, and attitudes toward advertising have a positive effect on brand image. Brand image positively affects purchasing decisions.
Co-Authors Molina Molina Rahayu Lestari