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All Journal Journal of Artificial Intelligence and Digital Business Southeast Asia Journal of Business, Accounting, and Entrepreneurship Entrepreneurship, Management, and Business Research Journal Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Jurnal Ilmu Manajemen
Haeruddin, M. Ilham Wardhana
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Social Sciences

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Counting the Cost: Driving the Emergence of Decision-Making Behaviour on Competitiveness Brand Abadi, Rahmat Riwayat; Musa, M. Ichwan; Haeruddin, M. Ilham Wardhana; Abadi, Ridfan Rifadly; Mustafa, Muh. Yushar
Jurnal Ilmu Manajemen Vol. 14 No. 1 (2024): Jurnal Ilmu Manajemen
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jim.v14i1.257

Abstract

Consumers of skincare products pay more attention to safety and comfort before deciding to make a purchase. For these personal needs, consumers look for skincare products with a brand image and high quality. This research aims to determine the influence of brand image variables on purchasing decisions through switching costs for consumers who buy Somethinc skincare products. The method used in the research is a descriptive method with a quantitative approach. This research was carried out on Somethinc skincare users in the city of Makassar. The research sample was 100 respondents and sampling used a non-probability sampling method. The sampling technique in this research used purposive sampling. The data collection technique used was a questionnaire. The data analysis method used is using structural equational modeling with the help of the Smart-PLS version 3 application. The research results show that brand image influences purchasing decisions, switching costs influence purchasing decisions, and brand image influences purchasing decisions through switching costs.
Co-Authors Abadi, Rahmat Riwayat Anwar Ramli Aulia, A Kurnia Reski Burhanuddin Burhanuddin Ilma Wulansari Hasdiansa imam, imamsatriaalam Jenitalia, Andi Nadia M. Ikhwan Maulana Haeruddin Markas, Chandra Setiadi Masita, Istiqoma Dinda Muh. Yushar Mustafa Musa, M. Ichwan Musa, Muhammad Ichwan Mustafa, Muh. Yushar Natsir, Uhud Darmawan Nurman Nurman Putri, Annisa Mawaddah Arief Rezky Amalia Hamka Ridfan Rifadly Abadi Ruma, Zainal Sabina, A. Zalza Syahrul, Khaidir