The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Decisions Samsung Smartphones

Hafilah, Endah Noor; Chaer, Vira; Usman, Osly

doi:10.2139/ssrn.3314080

Cited by 7 publications

(10 citation statements)

References 3 publications

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“…Hypothesis 4 that product quality has a significant effect on purchase decisions, it can be concluded that Ho is rejected and H1 is accepted. This result is consistent with the findings (Amron, 2018;Hafilah, Endah and Chaer, Vira and Usman, 2019;Reven & Ferdinand, 2017;Suhaily & Darmoyo, 2017). As with any investigation, this study has some limitations that respondents were only limited in Jakarta domicile.…”

Section: Discussionsupporting

confidence: 92%

“…Hypothesis 3, price has a significant effect on purchase decision, it can be concluded that Ho is rejected and H1 is accepted. These results are consistent with the findings (Hafilah, Endah andChaer, Vira andUsman, 2019) (Rommy et al, 2018) that price has a positive and significant effect on purchase decisions. Hypothesis 4 that product quality has a significant effect on purchase decisions, it can be concluded that Ho is rejected and H1 is accepted.…”

Section: Discussionsupporting

confidence: 92%

“…Studies according to (Hafilah, Endah and Chaer, Vira and Usman, 2019) that price has a significant effect on purchasing decisions, brand ambassadors have a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions, prices have a significant effect on purchasing decisions.…”

Section: Uniqueness Of Brand Associationsmentioning

confidence: 99%

See 2 more Smart Citations

Investigation Purchase Decision Through Brand Trust, Brand Image. Price. Quality of Product: A perspective Service Dominant Logic Theory

Juliana

Pramono

Maleachi

et al. 2021

JIMK

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Logically, service dominant logic tends to be more integrative than goods dominant logic. This is related to the basic proposition related to co-creation which involves active customer involvement and interaction with suppliers in every aspect of product consumption and product design. This study aimed to analyze the factors that might affect the purchasing decision of Hotpot Haidilao restaurant. This study used five variables which are brand trust, brand image, price, quality og product, purchase decision.The phenomenon of the growing food service business in the city Jakarta, which also influences consumer purchasing decisions, especially on the selection of a place to eat is the background of this study. In specifically, this research was conducted by developing a model foranalyze consumer purchasing decisions for food products and drinks at the restaurant. The sampling technique used convenience sampling with 300 respondents. Data collection techniques using googleform. The data analysis technique used is PLS-SEM. The results of the analysis conclude the purchase decision of Hotpot Haidilao restaurant was affected by brand image, brand trust, quality of product and price.

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Section: Discussionsupporting

confidence: 92%

Section: Discussionsupporting

confidence: 92%

Section: Uniqueness Of Brand Associationsmentioning

confidence: 99%

See 1 more Smart Citation

Investigation Purchase Decision Through Brand Trust, Brand Image. Price. Quality of Product: A perspective Service Dominant Logic Theory

Juliana

Pramono

Maleachi

et al. 2021

JIMK

View full text Add to dashboard Cite

show abstract

“…Globally, the price of a product is a major influencer of purchase decisions among all age groups 84,85 . However, consumers in many LMICs, attracted to the glamourized modernity and status symbol that patronizing transnational fast food corporations represents, are usually willing to pay a relatively higher price for fast food meals 85 .…”

Section: Discussionmentioning

confidence: 99%

A systematic review of the adolescent‐directed marketing strategies of transnational fast food companies in low‐ and middle‐income countries

Bankole

Harris

Rutherford

et al. 2023

Obesity Science & Practice

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IntroductionFast food consumption is associated with excessive intake of energy‐dense foods; a major determinant of childhood obesity. The lack of data on the marketing strategies used to promote fast food to adolescents in low and middle‐income countries (LMICs) acts as a barrier to global efforts to reduce the marketing of unhealthy foods to young people around the world.ObjectivesThis systematic review aimed to identify the adolescent‐directed marketing strategies of transnational fast food corporations in LMICs.MethodsA systematic search of eight scientific databases (PubMed, CINAHL, Medline, Embase, ProQuest, PsycInfo, Scopus and Google Scholar) was conducted. Following PRISMA guidelines, primary research articles written in English were included if they were published between 1 January 2010 and 30 December 2022, and reported any adolescent‐directed marketing activity undertaken by a transnational fast food company operating in a LMIC. Articles were excluded if they were not peer reviewed. The quality of the included articles was assessed using a condensed version of the Consolidated Criteria for Reporting Qualitative Research tool.ResultsTwelve articles met the eligibility criteria and were included in this review. A narrative synthesis of these articles revealed that the most documented strategies used to promote fast food to adolescents in LMICs were the use of incentives or premium offers, product appeals, promotional characters and brand familiarity. These strategies were mostly observed on social media, suggesting that there are serious concerns about adolescent exposure to fast food via social media in developing settings, especially as contextual differences in the nature of such marketing were identified.DiscussionThe promotion of fast food to adolescents in LMICs is contextual in nature, with the nature of marketing strategies employed by transnational fast food corporations varying greatly across cultural and socio‐economic contexts. These findings are crucial for the development of guidelines and regulations restricting the marketing of fast food to adolescents in lower income settings, contributing to global efforts to reduce adolescent exposure to unhealthy food promotion.

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“…Therefore, it can show the company name and all products marketed in one product line or specific product unit (Tjiptono, 2015). Brand image refers to the framework of a brand's thinking, which contains an explanation to consumers about the attributes, advantages, uses, situations, characteristics of users and marketers, or the characteristics of the maker of the product or brand (Hafilah et al, 2019).…”

Section: Analysis Of Consumer Green Purchase Behavior On Bottled Wate...mentioning

confidence: 99%

Analysis of Consumers' Green Purchase Behavior on Bottled Water Through a Green Brand Image Approach

Setiawan¹,

Gendalasari²,

Putrie³

2022

riset

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This study analyzes the effect of greenwash on consumer green purchasing behavior by a company mediated by the role of a company's green brand image. This study was conducted on consumers who know about bottled drinking water product brands in Indonesia. Primary data was performed using a questionnaire with a total of 385 data. The data in this study is quantitative. This study uses Structural Equation Modeling (SEM). The software used in this study is LISREL 8.8 and SPSS 22. The results of this study are that greenwashing has a negative effect on the brand image of green companies, and green brand image has a positive effect on green consumer purchases. Green brand image has an essential role in mediating the effect of greenwashing on green consumer purchase behavior. Therefore, companies need to reduce greenwashing activities and enhance their green brand image to increase green consumer purchase behavior.

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The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Decisions Samsung Smartphones

Cited by 7 publications

References 3 publications

Investigation Purchase Decision Through Brand Trust, Brand Image. Price. Quality of Product: A perspective Service Dominant Logic Theory

Investigation Purchase Decision Through Brand Trust, Brand Image. Price. Quality of Product: A perspective Service Dominant Logic Theory

A systematic review of the adolescent‐directed marketing strategies of transnational fast food companies in low‐ and middle‐income countries

Analysis of Consumers' Green Purchase Behavior on Bottled Water Through a Green Brand Image Approach

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