Journal of International Conference Proceedings
Vol 6, No 6 (2023): 2023 WIMAYA Yogyakarta Proceeding

The Impacts of Brand Credibility, Brand Prestige, and Online Costumer Reviews on Purchasing Interest

Lusian, Nina Mardati (Unknown)
Harjanti, Sri (Unknown)

Article Info

Publish Date
09 Dec 2023

Abstract

This research aims to verify and analyze the impacts of brand credibility, brand prestige, and online customer reviews on purchasing interest of students at the Pembangunan Nasional "Veteran" Yogyakarta University who enjoy iPhone smartphone products. Questionnaires were distributed using nonprobability Purposive sampling techniques, and regression analysis are adopted to test the predetermined hypotheses. Results show that there are positive relations between jointly brand credibility, brand prestige, and online customer reviews on purchasing interest. Individually tested, brand credibility, brand prestige and online customers’ review have positive relation and highly significant impact on purchasing interest, respectively.

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Journal Info
Journal of International Conference Proceedings
Website

Abbrev

JICP

Publisher

AIBPM Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

Description

JICP is proceedings series that aims to publish proceedings from conferences, in the fields of economics, business, and management research. All proceedings in this website are open access, which means the published articles are permanently free to read, download, copy, and distribute. The online ...