The Effect of Brand Image, Brand Trust and Reference Group on The Buying Decision of Sneakers

Miswanto, Miswanto and Mubarok, Rijal Rizki and Wijaya, Nikodemus Hans Setiadi (2020) The Effect of Brand Image, Brand Trust and Reference Group on The Buying Decision of Sneakers. International Journal of Financial, Accounting, and Management, 1 (2). pp. 105-118. ISSN 2656-3355, Vol 1, No 2, 2019, 105-118

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Official URL: https://goodwoodpub.com/index.php/ijfam/article/vi...

Abstract

Purpose: The purpose of conducting this study was to test the effect of brand image, brand trust, and reference group on buying decision of sneakers. Research methodology: This study took the primary data through questionnaires distribution. The analytical method used is multiple-linear regression. Results: The finding from hypothesis testing results is that brand image, brand trust, and reference group have positive effect on buying decision of sneaker shoes. Limitations: The testing involved only 3 factors, while generally, buying decision is often affected by some other factors for example, price, taste, and others.

Item Type: Article
Uncontrolled Keywords: brand image, brand trust, reference group, sneakers
Subjects: MANAJEMEN > Perilaku Konsumen
Divisions: Dosen STIE YKPN > Artikel > Jurnal
Depositing User: Erin Triyana
Date Deposited: 18 Nov 2020 03:19
Last Modified: 11 Dec 2020 06:01
URI: http://repository.stieykpn.ac.id/id/eprint/913

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