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Heri Kurniawan, Heri
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Journal : Journal of Management and Digital Business

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Decoding purchase decisions: The interplay of brand image, courtesy, and religiosity Kurniawan, Heri
Journal of Management and Digital Business Vol. 3 No. 3 (2023): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v3i3.1095

Abstract

This study investigated the impact of Brand Image, Courtesy, and Religiosity on Purchase Decisions among Gen Z consumers in Central Java Province. A quantitative research approach was employed, utilizing Structural Equation Modeling (SEM) to analyze data collected from 400 respondents. The findings indicated that both Brand Image and Courtesy had significant positive effects on Purchase Decisions. Additionally, Religiosity was found to mediate these relationships significantly, highlighting its crucial role in shaping consumer behavior. These results suggest that integrating cultural and religious values into marketing strategies can enhance customer engagement and loyalty. The study provides new insights into the interplay between brand perception, interpersonal interactions, and personal values in influencing consumer decisions. This research underscores the importance of culturally and religiously sensitive marketing practices for effectively engaging and retaining customers. The implications of these findings are significant for both marketers and academics, providing a foundation for future research in consumer behavior and marketing strategy.
Co-Authors Abdul Gofur Adiwira Kencana Agatha Saputri Ahmad Akbar, Ahmad Amin, Abdul Amiruddin Andriani, Rosa Aufa, Bilal Badawi, Afif Bambang Suharjito Bebeto, Zico Cut Fiarni Damayanti, Helen Agustin Puspa Dg Marumu, Moh. Natsir Fadhail Ramadhan, Ahmad Fadhilah, Noerdhafa Farihati , Sitta Alief Fathoni Aji, Rizal Febriyani, Nisa Hanafiyah, Ayun Hidayat , Wahyu Hudin, Hafid Husni Johan, Arsyelina Ilahi, Harif Iriani Tarigan, Asmara Juliarso, Ahmad Kurniawati , Kintan Kusuma, Rahmawati Kusumah Wardani, Ari lestari, astri dwi luqman Maharani , Prastika Maharani, Fitria Maria Stefanova Br Manik, Icha Mayasari, Nova Mayatopani, Hendra Muhammad Amin Muhammad Lathief Ilhamy Nasution Muhammad Muttaqin Mulyono, Ferris Hans Muslim Nasution, Darmeli Nova Mayasari Nugraha, Nandang Jamiat Nugroho, Alvian Nure, Hedrat M. Probowasito, Taufik Putri Martinasari, Made Diyah Putri Widia, Amanda Qarni, Waizul Risnawa, Wawan Risnawa Rizal, Chairul Romantica, Krishna Prafidya Sajodin, Sajodin Santika, Selvia Ayu Sari, Della Selli, Maeyta Septiana, Nimas Ayu Sirait, Tamsir Hasudungan Siregar , Hasoloan Sugeng Ariyanto Sukirno Sukirno Surya, Muhammad Prayoga Indra Tarigan , Asmara Iriani Tri Wijayanti Septiarini Wadly, Fachrid Warsihna, Jaka Zahra , Aviliani