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Influence Of Brand Image, Price And Promotion On Consumer’s Buying Decision Of Fast Moving Consumer’s Goods With Culture As A Moderating Variable In Basmallah Retail Store In Indonesia
[Full Text]
AUTHOR(S)
Sudaryanto Sudaryanto, N. Ari Subagio, Intan Nurul Awaliyah, Deasy Wulandari, Anifatul Hanim
KEYWORDS
Brand image, Price, Promotion, Culture, FMCG, retail store, moderating variable, moslem store
ABSTRACT
This research aimed to investigate the behavior of consumers buying decision in modern moslem stores in Indonesia. The high and low context culture would be the intermediating factor on influencing the decision. With 100 samples the data was collected through out multy stage sampling procedures with Banyuwangi being selected region. The validity and reliability questionnaire were tested. Normality data was also tested using skewness and kurtosis before regression is employed. The population in this study are customer of the Basmallah in a specific teenager in Banyuwangi . The measurement scale in this study uses semantic differential. The method of analysis used is Moderated Regression Analysis. The results showed that: 1) Brand image effect on purchasing decision; 2) Price affects purchasing decisions; 3) Promotion affects purchasing decisions; 4) culture moderates the influence of brand image on purchasing decisions; 5) culture moderates the influence of prices on purchasing decisions; 6) Culture moderates the influence of promotion on purchasing decisions of Basmallah FMCG.
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