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    Impact of Culture, Brand Image and Price on Buying Decisions: Evidence From East Java, Indonesia

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    Date
    2021-03-01
    Author
    SUDARYANTO, Sudaryanto
    SUROSO, Imam
    HANIM, Anifatul
    PANSIRI, Jaloni
    Umama, Taskiya Latifatil
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    Abstract
    The marketing strategy phenomenon improves significantly, narrowing from a general to a specific cultural ethnicity base and from variable to dimension analysis. This study examines the impact of culture, brand image and price on buying decisions. The study population comprised retail consumers in the sampled area of Situbondo, East Java, Indonesia. A multi-stage sampling technique was used to derive a sample of 112 respondents as a primary data source – descriptive statistics allows for the demographic characteristics of retail consumers in East Java, Indonesia. Surprisingly, the data showed that gender involvement in buyer decision-making was dominant. Most retail customers were identified as private-sector employees and indicated for higher income earners. Responses were then analyzed using multiple linear regressions to answer the research hypotheses. The results showed that Hofstede’s culture dimension and the brand image and price significantly affected consumer buying decisions at retail stores in East Java, Indonesia. Regarding the strength of Islamic culture in East Java, price was the primary consideration in buying decisions. Further research, preferably using ethnographic approaches with an emphasis on qualitative research, is needed to investigate the implications of these relationships
    URI
    http://repository.unej.ac.id/handle/123456789/104734
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    • LSP-Jurnal Ilmiah Dosen [7406]

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    UPA-TIK Copyright © 2024  Library University of Jember
    Contact Us | Send Feedback

    Indonesia DSpace Group :

    University of Jember Repository
    IPB University Scientific Repository
    UIN Syarif Hidayatullah Institutional Repository