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Inventi Impact: Retailing & Consumer Services

Articles

  • Inventi:mrc/14724/14
    The Influence of Brand Image on Purchase Behaviour Through Brand Trust
    01-Jan-1970 Research 2015 : January - March
    Achmad Yanu Alif Fianto, Djumilah Hadiwidjojo, Siti Aisjah, Solimun

    Market competition is no longer limited to provide functional attributes of the product itself\nbut has been associated with a brand that can create a special image for its users, especially in\nthe service industry.The purpose of this study is to identify and analyze the influence of brand\nimage on purchase behavior as well as identifying and analyzing the mediating role of brand trust in the relationship between brand image with purchase behavior. This study was\nconducted on 386 students at 13 Islamic private universities in East Java province. The\nresults of the analysis of this study which is used Generalized Structured Component\nAnalysis (GSCA) as the research method revealed that brand image have a significant role in\ninfluencing the purchasing behavior and brand trust also turned out to have a mediating role,\nalthough not fully in the relationship between brand image with purchase behavior.

    How to Cite this Article
    CC Compliant Citation: Achmad Yanu Alif Fianto, Djumilah Hadiwidjojo, Siti Aisjah, The Influence of Brand Image on Purchase\nBehaviour Through Brand Trust, Business Management and Strategy, 2014, Vol. 5, No. 2, doi:10.5296/bms.v5i2.6003,\n(http://creativecommons.org/licenses/by/3.0/).
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