The Effect of Marketing Mix and Brand Image on Purchase Decisions of Fashion Online Products

  • Novita Ariestanty Institute of Economic Science/Sekolah Tinggi Ilmu Ekonomi (STIE) Mandala Jember
  • Yuniorita Indah Handayani Institute of Economic Science/Sekolah Tinggi Ilmu Ekonomi (STIE) Mandala Jember
  • Gatot Sugeng Purwono Institute of Economic Science/Sekolah Tinggi Ilmu Ekonomi (STIE) Mandala Jember
Keywords: product; price; promotion; brand image; purchase decision

Abstract

This study discusses the effect of marketing mix consisting of product, price and promotion, as well as brand image on purchasing decisions for Ukhti and Munira products at online store La Vieta ButiQ in Jember. The purpose of this study is to test and analyze the effect of product, price and promotion on purchasing decisions and brand image as intervening variable. The respondents analyzed included 100 online consumers Ukhti and Munira. The analytical method used is Path Analysis and Sobel Test with accidental sampling technique. The results of this study indicate that product and promotion have a significant effect on brand image, price does not affect brand image. Product, price and promotion have a significant effect on purchasing decisions, but brand image has no influence on purchasing decisions. Brand image does not mediate the influence of product, price and promotion on the purchase decisions for Ukhti and Munira products.

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Published
2019-11-13
How to Cite
Ariestanty, N., Handayani, Y., & Purwono, G. (2019). The Effect of Marketing Mix and Brand Image on Purchase Decisions of Fashion Online Products. Journal of Research in Business, Economics and Management, 13(4), 2517-2529. Retrieved from http://www.scitecresearch.com/journals/index.php/jrbem/article/view/1791
Issue
Vol 13 No 4: JRBEM
Section
Articles

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