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The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar

Author

Listed:
  • Yusuf, Muhammad

    (Lecturer, Bosowa University, Indonesia)

  • Said, Miah

    (Lecturer, Bosowa University, Indonesia)

  • Nurhilalia,

    (Lecturer, State Polytechnic of Ujung Pandang, Indonesia)

  • Yusuf, Yulia Yunita

    (Lecturer, Fadjar University, Indonesia)

Abstract

This paper aims to analyse how brand image, price, service quality, product quality and promotion of cars at Bosowa Berlian Motor Inc. (part of the Mitsubishi brand that sells cars in South Sulawesi province) affect consumer purchase decisions. This study used path analysis to analyse the pattern of relationships between the independent variables (exogenous) and the dependent variable (endogenous) to determine their direct or indirect effects. The results showed that the brand image, price, service quality, product quality and promotional activities had a significant positive influence by encouraging an increase in consumer interest.

Suggested Citation

  • Yusuf, Muhammad & Said, Miah & Nurhilalia, & Yusuf, Yulia Yunita, 2022. "The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(3), pages 260-275, February.
    • Handle: RePEc:aza:ama000:y:2022:v:7:i:3:p:260-275
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    Cited by:

    1. Nofrizal, & Juju, Undang & Sucherly, & N, Arizal & Waldelmi, Idel & Aznuriyandi,, 2023. "Changes and determinants of consumer shopping behavior in E-commerce and social media product Muslimah," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

    More about this item

    Keywords

    brand image; car; price; product quality; promotion; service quality;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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