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All Journal Inovator : Jurnal Manajemen International Journal Of Science, Technology & Management (IJSTM) Jurnal Ekonomi Bisnis dan Akuntansi Jurnal Ekonomika Dan Bisnis International Journal of Advanced Multidisciplinary Gema Wisata Jurnal Pijar : Studi Manajemen dan Bisnis International Journal of Educational Technology and Artificial Intelligence Jurnal Ekonomika Manajemen Dan Bisnis Jurnal Ilmiah Swara MaNajemen (Swara Mahasiswa Manajemen) Journal of Management and Creative Business International Journal of Management Research and Economics Indonesian Journal of Innovation Multidisipliner Research JEBD Jurnal Pengabdian Masyarakat Mandira Cendikia (JPKM-MC) Journal of Business Economics and Management Indonesian Journal of Innovation Multidisipliner Research Jurnal Pengabdian Nusantara Manager : Jurnal Ilmu manajemen
Syahrum Agung
Universitas Ibn Khaldun Bogor
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Journal : International Journal of Advanced Multidisciplinary

 1 
The Model of Product Attributes and Brand Image : Purchase Decisions Based Pertiwi, R. Dewi; Sudarso, Andriasan; Wardana, Wikrama; Agung, H. Syahrum; Ahidin, Udin; Haris Eko Prabowo, Faizal; Lenggogeni, Lenggogeni
International Journal of Advanced Multidisciplinary Vol. 2 No. 1 (2023): International Journal of Advanced Multidisciplinary (April-June 2023)
Publisher : Green Publisher

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Abstract

This study aimed to ascertain the following: consumer perceptions of Perhutani brand honey product attributes, brand image perception among consumers, factors that influence their decision to purchase Perhutani brand honey products, and the relationship between product attributes, brand image, and purchasing decisions. The study utilizes a descriptive survey method to depict variable behavior and an explanatory survey method to test hypotheses. Employing the causality research approach, the investigation focuses on the causative relationship between independent variables, such as product attributes and brand image, and purchasing decisions. The research analyzes the individual consumer/buyer of Perhutani brand Honey products at Ahmad Yani and Setiabudi Bandung outlets. This is a cross-sectional research, meaning data are gathered empirically from a sample of respondents to determine the population's views on the object of study. This study reveals that the interplay between product attributes, reference groups, and brand image significantly impacts sales. Specifically, the performance of product attributes and reference groups influences selling price trends, while product mix performance and reference groups impact brand image. Additionally, purchasing decisions are affected by the performance of the product mix and reference groups, which are influenced by selling price trends and brand image. It is important to note that there is a correlation between selling price trends and brand image, as well as between product mix performance and reference groups.
Co-Authors ., Januar ., Soepeno Abdul Rachim Abdurachman, Gini Gantini Adinda, Tifani Nur Adnan, Siti Nurkhofipah Afifah Tussya Adah Adah Agung Wibowo Agung Wibowo Ahidin, Udin Anak Agung Dewi Megawati, Anak Agung Dewi Andriasan Sudarso Anita Rahayu Anuraga Kusumah Anuraga Kusumah ARDIANSYAH ARDIANSYAH Aryandi, Rizki Asep Setiawan Asti Marlina Atmaja, Wira Avessina, M. Jibril Avessina, Muhammad Jibriel AYU NINGSIH Basrun, Lusy Yuniar Danny Ramdani Denia Maulani Devi Maharani Devi Safitri Diah Yudhawati Dina Aulia Dinda Dwi Saputri Dwi Tresnawati, Evita Ecin Kuraesin Enggar Tri Irawan Fadiah Lailani Fahmi, Muhamad Fahriah, Siti Fangiziah, Elsya Azkiyathul Finna Octaviani Firdaus, M. Azis Firdaus, Muhamad Aziz Fitri Nuraeni Habibi, Dimas Hibatullah Hamad, Azam Hanifan, M. Zakie Hannisa Rahmaniar Hasnin Hanuun, Haniifah Haris Eko Prabowo, Faizal Herlina, Andiani Herniawati, Herniawati Humaira, Farah Huriyaturrohman, Huriyaturrohman Ilhami, Muhammad Syuhud Imaniyah, Kholidatul Jani Subakti Jani Subakti Joevito Rizky Rulif Kamaludin Kamaludin Komalasari Kuraesin, Hj. Ecin Kusuma, Anuraga Kusumah, nuraga Latifah, Erni Lenggogeni, Lenggogeni Lia, Neneng Luthfah, Nur Azizah Magenta Permata Auradhea Mahpud, Muhamad Marlina, Asti Marlina, Nyai Maulana, Lucky Hikmat Maulidan, Dede Yogi Mekhelluloh, Mekhelluloh Mochammad Ichsan Ibnu Abi Muttaqien Mohammad Jibriel Avessina Muhamad Azis Firdaus Muhammad Bachtiar Ali Muhammad Badri Annury Mukhlis, Fardan Adima Munggaran, Alfian Rizki Muniroh, Leny Mutiara, Selvy Najiah, Neng Siti Ningrum, Septia Noer Afifah, Dewi Nufus, Tazqiyatun Nugrahanigsih, Hartanti Nur'Asiah, Nuri Nurhayati, Immas Oktaviani, Rini Prambudi, Muhammad Fadly Purnamasari, Siti Intan Purwaningsih - Putri, Fany Anasya R. Dewi Pertiwi Rachmatullaily Tinakartika Rinda Rachmatullaily, Rachmatullaily Rahmat . Ramdani, Danny Randy, Muhamad Rani, Rahma Oktafiana Renea Shinta Aminda Rezky Muhammad Islam Rinda, Rachmatullaily Tina Kartika Riskiawan, Febry Robiyanti, Fenny Rosmiati, Reni Sagita, Nur Is Salsabila, Nisa Samhana, Siti Zainina Sanpi, Ridho Rusti Sativa, Oriza Sentosa, Ilham Sigit Purwanto Simangungsong, Fernandes Siti Nurjanah Sofan, Arfan Suganda, Ganda Supriyadi, Masim Syahril Maulana Syukur, Dudung Abdul Titing Suharti Triani, Novi Undang Suryana Valendra, Yosa Wanda Hamida Wardana, Wikrama Widhi Ariyo Bimo Widhyatomo, Rifyal Ihza Yanwar, Muhamad Yulia Putri Andini Yulia Putri Andini Yulia, Erin