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International Journal of Scientific & Technology Research

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IJSTR >> Volume 8 - Issue 7, July 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Pomelo Fashion Brand Image Effect On Product Purchase Interest In Young Women In Indonesia

[Full Text]

 

AUTHOR(S)

Moza Ayudina Larasati, Cindy Ayu Agustin

 

KEYWORDS

Brand Image, Pomelo Fashion, Purchase Intention

 

ABSTRACT

This research aimed to determine any influences of Pomelo Fashion’s brand image towards product purchase intention and to determine any connection between Pomelo Fashion’s brand image and product purchase intention. This study used explanative quantitative approach, and the research method used was survey. The samples used in this study were 100 samples, taken using the probability sampling technique. It can be concluded that there is a low influence of Pomelo Fashion’s brand image towards purchase intention, and there is a strong connection between Pomelo Fashion’s brand image and purchase intention.

 

REFERENCES

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[2] H. Assael, Consumer behavior and marketing action, 6th ed. New York: Thomson-Learning, 2001.
[3] A. Ferdinand, Metode Penelitian Manajemen. Pedoman Penelitian Untuk Penulisan Skripsi, Tesis dan Disertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro, 2011.