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.
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页码：9 / 17
页数：9
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