The Effect of Brand Image on Consumptive Behavior of Adolescent Girls in Palembang
Ahmad Maulana, Agung Putra Raneo, Wita Farla, Nurkardina Novalia
Available Online 23 May 2020.
- 10.2991/aebmr.k.200520.049How to use a DOI?
- brand image, consumptive behaviour, adolescent girls
This study aims to empirically examine and analyze the effect of brand image on the consumptive behavior of adolescent girls in Palembang. The study population was young women aged 10 to 24 who made purchases at malls located in Palembang. The sample studied as research respondents was 100 people with the questionnaire distribution technique used was accidental sampling. The analysis technique used to estimate the research model is Ordinary Least Square (OLS). The estimation results show that the brand image variable has a positive and significant effect on the consumptive behavior of adolescent girls in Palembang.
- © 2020, 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 - Ahmad Maulana AU - Agung Putra Raneo AU - Wita Farla AU - Nurkardina Novalia PY - 2020 DA - 2020/05/23 TI - The Effect of Brand Image on Consumptive Behavior of Adolescent Girls in Palembang BT - Proceedings of the 5th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2019) PB - Atlantis Press SP - 286 EP - 293 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200520.049 DO - 10.2991/aebmr.k.200520.049 ID - Maulana2020 ER -