The effect of brand image, brand trust and reference group on the buying decision of sneakers

miswanto, miswanto and Mubarok, Rijal Rizki and Wijaya, Nikodemus Hans Setiadi (2019) The effect of brand image, brand trust and reference group on the buying decision of sneakers. International Journal of Financial, Accounting, and Management (IJFAM), 1 (2). pp. 105-118. ISSN ISSN: 2656-3355

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Abstract

Purpose: The purpose of conducting this study was to test the effect of brand image, brand trust, and reference group on buying decision of sneakers. Research methodology: This study took the primary data through questionnaires distribution. The analytical method used is multiple-linear regression. Results: The finding from hypothesis testing results is that brand image, brand trust, and reference group have positive effect on buying decision of sneaker shoes. Limitations: The testing involved only 3 factors, while generally, buying decision is often affected by some other factors for example, price, taste, and others. Contribution: This study can be used to add insight and reference for the next study, especially in the marketing of sneakers.

Item Type:	Article
Uncontrolled Keywords:	Brand image, Brand trust, Reference group, Sneakers
Subjects:	MANAJEMEN > Sumber Daya Manusia
Divisions:	Dosen STIE YKPN > Artikel > Jurnal
Depositing User:	Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited:	31 Mar 2023 07:53
Last Modified:	31 Mar 2023 07:53
URI:	http://repositorybaru.stieykpn.ac.id/id/eprint/832

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