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The Effect of Product Quality, Brand Image, Celebrity Endorsers, and Promotional Strategies on Consumer Purchase Intention of Cooperatives and Micro, Small, and Medium Enterprises (MSMEs)

Year: 2023

Type: conference-paper

Abstract: The purpose of this study is to test the effect of product (good or service) quality, brand image, celebrity endorser, and promotion strategy on the purchase intention of consumers of cooperatives and MSMEs in the Province of the Yogyakarta Special Region, Indonesia. This study examines the causal r

Source: International Conference on Economic, Management, Business and Accounting (ICEMBA)

DOI: 10.4108/eai.17-12-2022.2333238

Authors: Da’isya Fataya, Haryono Subiyakto, Miswanto Miswanto, Lita Kusumasari, Rusmawan Anggoro

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4381623031

FWCI: 3.342

Cites: 22

Cited by: 7

Related to: 10