Work

Influence of Brand Image: Analysis of Purchase Decision and Author Loyalty (Study on Dinasti International Journal of Management Science)

Year: 2023

Type: article

Abstract: This study discusses the Influence of Brand Image: Analysis of Purchasing Decisions and Author Loyalty (Study on Dinasti International Journal of Management Science). The method of writing this article is the Path Analysis method, which is based on the results of the data analysis obtained. The population in this study was 300 respondents, with a total sample of 90 respondents. The sampling technique is using Accidental Sampling. The tests carried out in this study were: the T-test, F-test and Coefficient of Determination test. The results of this study are 1) Purchasing decisions are partially and significantly influenced by brand image; 2) Author Loyalty is partially influenced and significant to Brand Image; 3) Purchase Decision and Author Loyalty are influenced and significant by Brand Image simultaneously.

Source: MIGRATION LETTERS

DOI: 10.59670/ml.v20i6.3514

Authors: Hapzi Ali, M. Rizky Mahaputra, Farhan Saputra, M. Ridho Mahaputra, Amalina Maharani, Reski Nofrialdi, Ebit Bimas Saputra, Andri Yandi, Nofri Satriawan

Institutions: Universitas Bhayangkara Jakarta Raya, Mercu Buana University, Universitas Jambi, Universitas Ekasakti, Universitas Batanghari

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4389830122

FWCI: 1.877

Cites: 7

Cited by: 12

Related to: 10