How Popular Culture Affects Brand Identity and Perceived Quality in Consumer Decision Making

被引：0
|
作者：
Herman, R. T. [1 ]
Widiasari, J. [1 ]
Lasmy [1 ]
Hartono, H. [1 ]
机构：
[1] Bina Nusantara Univ, Management Program, Palmerah Jakarta 114801, Indonesia
来源：
PERTANIKA JOURNAL OF SOCIAL SCIENCE AND HUMANITIES | 2016年 / 24卷
关键词：
Product Perceived Quality; Brand Identity; Popular Culture; Korean Wave; Purchase Decision;
D O I：
暂无
中图分类号：
C [社会科学总论];
学科分类号：
03 ; 0303 ;
摘要：
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.
引用
收藏
页码：9 / 17
页数：9
相关论文
共 50 条
  • [1] BRAND INFLUENCE ON CONSUMER DECISION MAKING
    Kretikova, Eva
    MARKETING IDENTITY: BRANDS WE LOVE, PT II, 2016, : 142 - 148
  • [2] Brand deletion: How the decision-making approach affects deletion success
    Temprano-Garcia, Victor
    Isabel Rodriguez-Escudero, Ana
    Rodriguez-Pinto, Javier
    BRQ-BUSINESS RESEARCH QUARTERLY, 2018, 21 (02) : 69 - 83
  • [3] Journalists Primed: How Professional Identity Affects Moral Decision Making
    Ferrucci, Patrick
    Tandoc, Edson C., Jr.
    Schauster, Erin E.
    JOURNALISM PRACTICE, 2020, 14 (08) : 896 - 912
  • [4] Making Skin Visible: How Consumer Culture Imagery Commodifies Identity
    Borgerson, Janet L.
    Schroeder, Jonathan E.
    BODY & SOCIETY, 2018, 24 (1-2) : 103 - 136
  • [5] CONSUMER DECISION-MAKING AND PERCEIVED DECISION FREEDOM
    WALTON, JR
    BERKOWITZ, EN
    ADVANCES IN CONSUMER RESEARCH, 1985, 12 : 461 - 464
  • [6] How impulsivity affects consumer decision-making in e-commerce
    Huang, Yu-Feng
    Kuo, Feng-Yang
    ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, 2012, 11 (06) : 582 - 590
  • [7] How Product Brand Effects Consumer Decision
    Zubr, Vaclav
    Mohelska, Hana
    Sokolova, Marcela
    MODERN APPROACHES FOR INTELLIGENT INFORMATION AND DATABASE SYSTEMS, 2018, 769 : 281 - 291
  • [8] CONSUMER BEHAVIOR: HOW THE "BRAND LOVE" AFFECTS YOU
    Rodrigues, Paula
    Reis, Raquel
    Cantista, Isabel
    IDEAS IN MARKETING: FINDING THE NEW AND POLISHING THE OLD, 2015, : 583 - 588
  • [9] How Visual Brand Identity Shapes Consumer Response
    Phillips, Barbara J.
    McQuarrie, Edward F.
    Griffin, W. Glenn
    PSYCHOLOGY & MARKETING, 2014, 31 (03) : 225 - 236
  • [10] Consumer Culture and the Making of Modern Jewish Identity
    Buerkle, Darcy
    AMERICAN HISTORICAL REVIEW, 2020, 125 (05): : 2002 - 2003
12345