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How popular culture affects brand identity and perceived quality in consumer decision making
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نویسنده
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herman r.t. ,widiasari j. ,lasmy management program ,hartono h.
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منبع
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pertanika journal of social sciences and humanities - 2016 - دوره : 24 - شماره : July - صفحه:9 -18
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چکیده
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The purpose of this study is to determine whether perceived quality,brand identity and korean popular culture influence decisions on product purchases. this research used path analysis to determine the relationship among these variables. statistical analysis shows that product perceived quality has 0.741 direct contributions to purchase decision while brand identity has 0.792 direct contributions to purchase decision. based on the value of r square 0.670 product perceived quality together with brand identity has 0.670 (67.0%) influence on purchase decision. based on the results of this research,customer assessment of product perceived quality,brand identity,popular culture and purchase decision is good. © 2016 universiti putra malaysia press.
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کلیدواژه
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Brand identity; Korean wave; Popular culture; Product perceived quality; Purchase decision
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آدرس
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management program,bina nusantara university,palmerah jakarta, Indonesia, management program,bina nusantara university,palmerah jakarta, Indonesia, bina nusantara university,palmerah jakarta, Indonesia, management program,bina nusantara university,palmerah jakarta, Indonesia
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Authors
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