Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal International Journal of Asian Business and Management (IJABM)
Ayu Gusti Padira
Management Department, University of Lampung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Positioning, Brand Image, Price on the Purchase Decision of Jhonny Andrean Salon in Bandar Lampung Ayu Gusti Padira; Ayi Ahadiat; Nuzul Inas Nabila
International Journal of Asian Business and Management Vol. 2 No. 3 (2023): June, 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v2i3.4848

Abstract

This study aims to determine the impact of brand positioning, brand image, and price on Bandar Lampung's Jhonny Andrean Salon's purchasing decisions. The population consists of every customer who has visited the Jhonny Andrean Salon in Bandar Lampung and made a purchase; the sample size is set at 160 individuals using the method of purposive sampling. The data collection is conducted through interviews using a questionnaire that has been subjected to tests of validity and reliability. Using the SPSS 26.0 software, the data were analyzed qualitatively and quantitatively using the coefficient of determination test and multiple linear regression. The results indicated that brand positioning, brand image, and price influenced purchasing decisions in part. Moreover, brand positioning, brand image, and price influenced Salon Jhonny Andrean Bandar Lampung purchase decisions simultaneously
Co-Authors Ayi Ahadiat Nuzul Inas Nabila