Jurnal Manajemen Inovasi
Vol 11, No 1 (2020): Jurnal Manajemen Inovasi: April

PERANAN KEBIASAAN BERBELANJA YANG MEMEDIASI PENGARUH PERSEPSI HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS ROKOK MARLBORO DI BANDA ACEH)

Nailil Muna (Universitas Syiah Kuala)
Sulaiman Sulaiman (Unknown)

Article Info

Publish Date
25 Apr 2020

Abstract

This study aims to examine the effect of price perceptions and brand image on purchasing decisions where the shopping habits variable is mediated in the relationship. Data was collected from 100 people in Banda Aceh City using the Purposive Sampling method. The results showed that the perception of prices did not significantly influence shopping habits and the decision to purchase Marlboro brand cigarettes in the people of Banda Aceh City. Brand Image has a significant influence on shopping habits and the decision to purchase Marlboro brand cigarettes in the people of Banda Aceh City. Shopping habits are proven to mediate partially on the relationship brand image of purchasing decisions.

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Journal Info
Jurnal Manajemen Inovasi
Website

Abbrev

JInoMan

Publisher

Universitas Syiah Kuala

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen dan Inovasi is a peer reviewed journal published by Deparment of Management, Faculty of Economics and Business, Syiah Kuala University. The journal is published twice a year in February and October. The scope of the journal varies from finance, human resource management, marketing, ...