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The Effect of Brand Images and Brand Preferences on Decision to Buy Collection Power School Equipment Products

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The Effect of Brand Images and Brand Preferences on Decision to
Buy Collection Power School Equipment Products

Abstract
This study aims to examine the influence of brand image and brand preferences of the decision to buy a school
uniform products Power Collection. Researchers propose a conceptual framework for influencing the brand
image buying decision. Further connecting the brand image with the decision to purchase indirectly through the
brand preference. Research conducted on 100 consumers as purposive sampling and empirical tests using path
analysis supported the research hypothesis. The results showed a significant influence on independent variables
on the dependent variable. While the nature of the brand image against the decision is stronger than the indirect
effect. The immediate effect is greater than the indirect effect, indicating that a good brand image in the short
term to improve buying decisions.
Keywords: brand image, brand preferences, purchase decision, Path Analysis

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Detail Information

Series Title

The Effect of Brand Images and Brand Preferences on Decision to Buy Collection Power School Equipment Products

Call Number

Ekonomi Manajemen

Publisher

IISTE : Journal of Marketing and Consumer research., 2018

Collation

1-6

Language

English

ISBN/ISSN

ISSN 2422-48451

Classification

Ekonomi Manajemen

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 51

Subject(s)

The Effect of Brand Images and Brand Preferences o

Specific Detail Info

-

Statement of Responsibility

Journal of Marketing and Consumer research

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