The Effect of Endorsement and Brand Image on Purchase Decision of Online Culinary Product
- https://doi.org/10.2991/ebic-17.2018.83How to use a DOI?
- Endorse; Brand Image; Purchase Decision
The technology advancement nowadays affect the way people think and people's habit, especially in doing business through online channels by utilizing social media. In the online purchase, one of the many references leading in buying a particular product is from other buyers' review of a product, and sometimes a social media user with many "followers" will "endorse" a particular product. There are few steps leading to buying decision. Buyers (consumers) will be more critical in deciding the product that they want to buy. Thus, a references and image of a certain brand of a product can act as a decision maker for the consumer. The purpose of this study is to determine the effect of endorse and brand image on purchase decisions of online culinary products. This research is a quantitative descriptive research. The populations in this study are the college students in STIE-STMIK IBBI Medan with 347 students as sample. The sampling technique used an accidental sampling method. This research is using Path analysis. The result showing that endorse and brand image has significantly impacted the purchase decision of online culinary product, but in this models endorse has give more dominant impact to purchase decision of online culinary product rather than brand image.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Mrs Lusiah AU - Djatmiko Noviantoro AU - Lorensia Tasya Halim PY - 2018/01 DA - 2018/01 TI - The Effect of Endorsement and Brand Image on Purchase Decision of Online Culinary Product BT - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017) PB - Atlantis Press SP - 530 EP - 533 SN - 2352-5428 UR - https://doi.org/10.2991/ebic-17.2018.83 DO - https://doi.org/10.2991/ebic-17.2018.83 ID - Lusiah2018/01 ER -