The influence of brand image and personal branding on the purchase decision of menantea products in the city of Malang, East Java

Ningsih, Nur Rahmah and Vania, Amelindha ORCID: https://orcid.org/0000-0001-5742-4304 (2022) The influence of brand image and personal branding on the purchase decision of menantea products in the city of Malang, East Java. Enrichment: Journal of Management, 12 (04). pp. 3274-3280. ISSN 2087-6327

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Abstract

This research was conducted to answer the question of how the influence of brand image and personal branding on the purchasing decisions of Menantea products in Malang City, East Java. This research is quantitative by using a survey method. The sampling technique is purposive sampling through questionnaires to 130 respondents for multiple linear regression analysis. Based on the research obtained linear regression equation (Y = 0.249 + 0.505 X1 + 0.294X2 + e) this shows that brand image and personal branding have a positive impact on purchasing decisions. The brand image variable has t count > t table, which is 5,366 > 1,978, then H1 is accepted. So the conclusion is that brand image has a partial effect on purchasing decisions for Menantea products in Malang City. The personal branding variable has t count > t table, which is 3.123 > 1.978, then H2 is accepted. So the conclusion is that personal branding has a partial effect on the decision to purchase Menantea products in Malang City. Based on this research that simultaneously brand image and personal branding have a significant influence on purchasing decisions. The calculated F value is 88.057 > F table 3.07.

Item Type:	Journal Article
Keywords:	brand image; personal branding; buying decision
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Amelindha Vania
Date Deposited:	25 Jan 2023 11:20

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