| dc.description.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 | en_US |
