This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
This document reports on a study that examined the role of brand image in mediating the effect of product quality on repurchase intention for customers of UmahLokal coffee shop. The study found that: (1) product quality has a positive and significant impact on brand image; (2) product quality has a positive effect on repurchase intention; (3) brand image has a positive effect on repurchase intention; and (4) brand image significantly mediates the relationship between product quality and repurchase intention. The study concluded that brand image plays an important mediating role in the effect of product quality on consumers' repurchase intentions.
VR scenarios in online shopping can provide an immersive shopping experience through interactivity, immersion, and imagination. This study examines how VR scenarios may influence consumer impulsive purchase behavior. It constructs a theoretical framework using S-O-R theory, with VR scenarios as the stimulus, flow experience as the organism response, and impulsive purchase as the behavioral response. The study also considers the moderating role of self-control. Literature review and analysis suggest that VR scenarios positively impact flow experience and impulsive purchases, with flow experience mediating this relationship, and self-control moderating it. The study contributes to understanding the impact of new VR shopping technologies on consumer behavior.
As one of the important forms of online WOM in a network environment, online reviews represents
the subjective consumer feelings that consumers post after shopping. To avoid the loss caused by mistakes in
decision-making, online reviews with different emotions become one of the important sources of information for
consumers before making purchase decisions. Starting from the emotional tendency of online reviews, this
study, on the basis of previous studies, further explores how it influences the perceived usefulness and purchase
intention of consumers under the moderating effect of consumers' ambivalence attitude and consumption
motivation
This document summarizes a research study that examined how four dimensions of service quality (tangibility, reliability, assurance, and responsiveness) influence customer satisfaction for two courier services in the Philippines: Grab and Lalamove. The study surveyed 370 millennials in Quezon City on their experiences using the services. Results showed that all four dimensions positively influenced customer satisfaction levels, with different impacts. Grab customers reported higher satisfaction than Lalamove customers. A common problem during the pandemic was long delivery times due to community restrictions.
This document analyzes the relationship between charitable donations and enterprise performance in China. It first reviews relevant domestic and foreign literature on this topic. It then establishes three hypotheses: 1) charitable donations positively correlate with corporate performance; 2) state-owned enterprises' donations impact performance more than private enterprises; and 3) end-product companies' donations impact performance more than non-end-product companies. Regression models are constructed to test these hypotheses using financial data from 2016-2019 for 120 listed Chinese companies. Preliminary descriptive statistics and correlation analyses are also conducted. The results provide an initial examination of how charitable donations may influence business outcomes in China.
This document summarizes a study on the consumer buying behavior of online shoppers in the Philippines. It found that the majority of online shoppers are female, between 21-30 years old, and students. Clothing and apparel were the most regularly purchased items. Most respondents spent less than 1,000 PHP and used cash on delivery. Convenience was the main motivating factor for online shopping. Misleading product information was the most common problem encountered. The researchers suggest carefully reviewing product details and customer reviews before purchasing.
1) The document examines how cultural factors like individualism-collectivism and power distance influence adolescents' role in family purchase decisions of computers in Portugal.
2) It analyzes data from surveys of 726 mothers and 726 adolescents about the adolescent's influence on buying a family computer.
3) Results found socio-oriented communication, television influence, and family income predict computer purchases, and perceptions between mothers and adolescents were generally similar, though some differences also emerged.
The FMCG sector has been one of the significant contributors to the accelerated growth of the
Retail Industry in India. The new wave of consumerism has seen the introduction of new formats and new
brands. Brands that carry a retailer’s name or are created by a retailer under a brand name exclusively to be
sold only in its stores are known as store brands.
This document reports on a study that examined the role of brand image in mediating the effect of product quality on repurchase intention for customers of UmahLokal coffee shop. The study found that: (1) product quality has a positive and significant impact on brand image; (2) product quality has a positive effect on repurchase intention; (3) brand image has a positive effect on repurchase intention; and (4) brand image significantly mediates the relationship between product quality and repurchase intention. The study concluded that brand image plays an important mediating role in the effect of product quality on consumers' repurchase intentions.
VR scenarios in online shopping can provide an immersive shopping experience through interactivity, immersion, and imagination. This study examines how VR scenarios may influence consumer impulsive purchase behavior. It constructs a theoretical framework using S-O-R theory, with VR scenarios as the stimulus, flow experience as the organism response, and impulsive purchase as the behavioral response. The study also considers the moderating role of self-control. Literature review and analysis suggest that VR scenarios positively impact flow experience and impulsive purchases, with flow experience mediating this relationship, and self-control moderating it. The study contributes to understanding the impact of new VR shopping technologies on consumer behavior.
As one of the important forms of online WOM in a network environment, online reviews represents
the subjective consumer feelings that consumers post after shopping. To avoid the loss caused by mistakes in
decision-making, online reviews with different emotions become one of the important sources of information for
consumers before making purchase decisions. Starting from the emotional tendency of online reviews, this
study, on the basis of previous studies, further explores how it influences the perceived usefulness and purchase
intention of consumers under the moderating effect of consumers' ambivalence attitude and consumption
motivation
This document summarizes a research study that examined how four dimensions of service quality (tangibility, reliability, assurance, and responsiveness) influence customer satisfaction for two courier services in the Philippines: Grab and Lalamove. The study surveyed 370 millennials in Quezon City on their experiences using the services. Results showed that all four dimensions positively influenced customer satisfaction levels, with different impacts. Grab customers reported higher satisfaction than Lalamove customers. A common problem during the pandemic was long delivery times due to community restrictions.
This document analyzes the relationship between charitable donations and enterprise performance in China. It first reviews relevant domestic and foreign literature on this topic. It then establishes three hypotheses: 1) charitable donations positively correlate with corporate performance; 2) state-owned enterprises' donations impact performance more than private enterprises; and 3) end-product companies' donations impact performance more than non-end-product companies. Regression models are constructed to test these hypotheses using financial data from 2016-2019 for 120 listed Chinese companies. Preliminary descriptive statistics and correlation analyses are also conducted. The results provide an initial examination of how charitable donations may influence business outcomes in China.
This document summarizes a study on the consumer buying behavior of online shoppers in the Philippines. It found that the majority of online shoppers are female, between 21-30 years old, and students. Clothing and apparel were the most regularly purchased items. Most respondents spent less than 1,000 PHP and used cash on delivery. Convenience was the main motivating factor for online shopping. Misleading product information was the most common problem encountered. The researchers suggest carefully reviewing product details and customer reviews before purchasing.
1) The document examines how cultural factors like individualism-collectivism and power distance influence adolescents' role in family purchase decisions of computers in Portugal.
2) It analyzes data from surveys of 726 mothers and 726 adolescents about the adolescent's influence on buying a family computer.
3) Results found socio-oriented communication, television influence, and family income predict computer purchases, and perceptions between mothers and adolescents were generally similar, though some differences also emerged.
The FMCG sector has been one of the significant contributors to the accelerated growth of the
Retail Industry in India. The new wave of consumerism has seen the introduction of new formats and new
brands. Brands that carry a retailer’s name or are created by a retailer under a brand name exclusively to be
sold only in its stores are known as store brands.
This document summarizes a research study that examined factors influencing consumer buying behavior for DTH (direct-to-home) brands in Jodhpur City, India. The researchers conducted a survey of 500 consumers to identify key variables that impact consumer purchasing of DTH services. Multiple regression analysis identified 10 variables that influence consumer buying behavior for DTH brands, including awareness of products, picture quality, expectations, preference for bestselling brands, interest in new brands, searching for good packages, carefully selecting providers based on value, spending habits, brand loyalty, and changing providers regularly. The study aims to understand how celebrity endorsements directly or indirectly impact consumer buying behavior for DTH services in Jodhpur City.
The aim of this research is to develop a comprehensive model by measuring the influence of
culture, social, personal and psychology on consumer decisions in purchasing decisions for bancassurance.
This research applies a descriptive research design using survey methods. Sampling uses convinient sampling
as a sampling technique. This study uses the structural equation modeling approach - Lisrel to test the influence
of the significance of the overall model and predetermined pathway
This document summarizes a research study that examined the effect of store environmental factors and individual factors on impulse buying behavior among Pakistani consumers. Specifically, it investigated how the store environment, reference group influence, and time pressure impact impulse purchases, and whether mood acts as a mediator. The study used survey responses from 279 participants and analyzed the data using regression and correlation. The results showed that the store environment and reference group influence positively impacted impulse buying, while time pressure did not. Mood was found to partially mediate the relationship between the store environment and impulse purchases. Food items and accessories were the most common products purchased impulsively.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
ANALYSIS OF THE EFFECT OF PUBLIC RELATION AND SALES PROMOTION ON DECISION MAK...IAEME Publication
1) The study analyzed the relationship between public relations, sales promotion, and the decision-making process of buying refilled water in Merauke, Indonesia.
2) The results showed that public relations and sales promotion each had a significant positive effect on decisions to buy refilled Omega Water brand water.
3) Public relations and sales promotions together explained 53.2% of the variability in decisions to buy refilled water, while other unexamined variables explained the remaining 46.8%.
E satisfaction e-loyalty of consumers shopping onlineAbu Bashar
With the advent of information technologies and emergence of online stores, the
online shopping has not been the same as it was in the past. Now in order to strive
in this cut throat competition it is of vital importance for the organizations to
understand the factors that matter for consumers when they shop online. As the
competition in e-commerce is intensified, it becomes more important for online
retailers to understand the antecedents of consumer acceptance of online
shopping. Such knowledge is essential to customer relationship management,
which has been recognized as an effective business strategy to achieve success
in the electronic market. The current research study is an effort to understand
the satisfaction and loyalty pattern for the consumers shopping online. The objective
of this research is to study the impact of emotional state and perceived risk of
remote purchase on e-satisfaction during the Internet shopping. As well, it aims
to study the influence of e-satisfaction on e-loyalty. The data gathering was carried
out by a questionnaire. The results show that three dimensions of the emotional
state during Internet shopping (the pleasure, stimulation and dominance) have a
significant positive impact on e-satisfaction. Dimensions of the perceived risk of
remote purchase, (the total risk, the financial risk, the social risk, the
psychological risk, the functional risk, and the physical risk) don't have a significant
impact on e-satisfaction, except the risk of loss of time has a negative impact.
Finally satisfaction influences positively and significantly the e-loyalty of the cyber
consumers.
The document explores factors that affect consumer buying behavior in online shopping. It discusses literature related to online shopping attributes, advantages, disadvantages and factors like website quality, ease of use, delivery, customer service, privacy and security, price, brand, refunds and trust that influence online purchasing. The study collected data through personal interviews to identify key factors, finding website quality, price, convenience, delivery, customer service, privacy, security, brand, refunds and trust most significantly impact online shopping behavior. The results suggest online retailers should focus on improving these factors to increase sales.
The impact of Recruitment and Selection process on candidates' intention to a...Target Research
Negli ultimi decenni la competizione per attrarre e trattenere in azienda i talenti, la cosiddetta “War For Talent” (Michaels, Handfield-Jones & Axerold, 2001) è aumentata costantemente. Diventa quindi fondamentale per le aziende trovare le modalità di Recruitment più efficaci per raggiungere i migliori e portarli dalla loro parte.
The document discusses a study that was conducted to investigate the impact of brand image on customer loyalty. A survey was administered to 111 respondents to understand the relationship between brand image factors like favorability, strength, uniqueness and customer loyalty. The results showed that gender does not impact customer loyalty or brand image. Age was found to have a direct relationship with brand favorability, indicating it impacts brand image and loyalty. Monthly income also directly impacts factors like favorability, strength and uniqueness, and therefore customer loyalty. The study aims to help marketers understand how to achieve customer loyalty by focusing on enhancing brand image benefits.
Impact of Customer Perceived Value and Customer’s Perception of Public Relati...Samar Rahi
The purpose of this study was to investigate the relationship between customer perceived value and customer’s perception of public relation on customer loyalty with moderating role of brand image. Research was conducted on banking sector of Pakistan.
This document discusses a study on the effect of brands on consumer buying behavior in the fashion industry in India. It aims to analyze how brands influence consumer purchasing decisions and to better understand concepts of branding and consumer behavior. The study uses a consumer survey of 100 respondents to examine how social, psychological and personal factors affect buying behavior and how brands impact what people buy. Reference groups like family, friends and aspirational groups are also explored as influences on consumer choices. The methodology and objectives of the study are outlined along with background on concepts like consumer behavior and types of reference groups.
This document summarizes a study on the impact of brand-related attributes on customer purchase intention in Punjab, Pakistan. The study examines how brand knowledge, brand relationships, behavioral intentions, brand advertisements, and past brand experiences influence customers' purchase intentions. It finds that brand knowledge and advertisements similarly impact male and female customers. However, females have stronger behavioral intentions, more positive past experiences, and greater purchase intentions than males. Meanwhile, males have stronger brand relationships than females. The study also finds that brand-related factors positively correlate with purchase intention and that companies should focus on improving these attributes to increase customer purchases.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
This document analyzes consumer purchase decisions at PT Saudaratama Agra Perkasa Medan based on marketing mix factors. It reviews literature on purchase decisions, price, product quality, promotion, and location. The study found that product quality, promotion, and location significantly influence consumer purchase decisions at PT Saudaratama, but price does not. It also found that the marketing mix factors together explain 24.9% of consumer purchase decisions, while other unmeasured variables explain the remaining 75.1%.
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
International Journal of Humanities and Social Science Invention (IJHSSI)inventionjournals
International Journal of Humanities and Social Science Invention (IJHSSI) is an international journal intended for professionals and researchers in all fields of Humanities and Social Science. IJHSSI publishes research articles and reviews within the whole field Humanities and Social Science, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
study of student's buying behviour towords laptopkhushbu chauhan
The document discusses a study on student buying behavior towards laptops. It begins with definitions of behavior and consumer behavior. It then outlines factors that influence consumer buying behavior such as cultural, social, personal, and psychological factors. It provides an overview of trends in the global, national, and state-level electronics industry. It also lists major laptop companies and discusses findings from previous research studies on topics related to laptop usage and purchase decisions.
Buyer Behaviour & Market Research Portfolioclsmith652
The document discusses the market research technique of personal introspection, using a case study of Lewis's department store, where 232 participants independently recorded their unbiased experiences and feelings about shopping at the store. Their introspections revealed strongly negative perceptions of the store's dilapidated environment, disorganized layout, and poor customer service. While personal introspection provides an "unvarnished" view of consumer cognition and affect, its success may be due to the obviously poor customer experience presented by the case study of Lewis's store.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
This document summarizes a research study that examined factors influencing consumer buying behavior for DTH (direct-to-home) brands in Jodhpur City, India. The researchers conducted a survey of 500 consumers to identify key variables that impact consumer purchasing of DTH services. Multiple regression analysis identified 10 variables that influence consumer buying behavior for DTH brands, including awareness of products, picture quality, expectations, preference for bestselling brands, interest in new brands, searching for good packages, carefully selecting providers based on value, spending habits, brand loyalty, and changing providers regularly. The study aims to understand how celebrity endorsements directly or indirectly impact consumer buying behavior for DTH services in Jodhpur City.
The aim of this research is to develop a comprehensive model by measuring the influence of
culture, social, personal and psychology on consumer decisions in purchasing decisions for bancassurance.
This research applies a descriptive research design using survey methods. Sampling uses convinient sampling
as a sampling technique. This study uses the structural equation modeling approach - Lisrel to test the influence
of the significance of the overall model and predetermined pathway
This document summarizes a research study that examined the effect of store environmental factors and individual factors on impulse buying behavior among Pakistani consumers. Specifically, it investigated how the store environment, reference group influence, and time pressure impact impulse purchases, and whether mood acts as a mediator. The study used survey responses from 279 participants and analyzed the data using regression and correlation. The results showed that the store environment and reference group influence positively impacted impulse buying, while time pressure did not. Mood was found to partially mediate the relationship between the store environment and impulse purchases. Food items and accessories were the most common products purchased impulsively.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
ANALYSIS OF THE EFFECT OF PUBLIC RELATION AND SALES PROMOTION ON DECISION MAK...IAEME Publication
1) The study analyzed the relationship between public relations, sales promotion, and the decision-making process of buying refilled water in Merauke, Indonesia.
2) The results showed that public relations and sales promotion each had a significant positive effect on decisions to buy refilled Omega Water brand water.
3) Public relations and sales promotions together explained 53.2% of the variability in decisions to buy refilled water, while other unexamined variables explained the remaining 46.8%.
E satisfaction e-loyalty of consumers shopping onlineAbu Bashar
With the advent of information technologies and emergence of online stores, the
online shopping has not been the same as it was in the past. Now in order to strive
in this cut throat competition it is of vital importance for the organizations to
understand the factors that matter for consumers when they shop online. As the
competition in e-commerce is intensified, it becomes more important for online
retailers to understand the antecedents of consumer acceptance of online
shopping. Such knowledge is essential to customer relationship management,
which has been recognized as an effective business strategy to achieve success
in the electronic market. The current research study is an effort to understand
the satisfaction and loyalty pattern for the consumers shopping online. The objective
of this research is to study the impact of emotional state and perceived risk of
remote purchase on e-satisfaction during the Internet shopping. As well, it aims
to study the influence of e-satisfaction on e-loyalty. The data gathering was carried
out by a questionnaire. The results show that three dimensions of the emotional
state during Internet shopping (the pleasure, stimulation and dominance) have a
significant positive impact on e-satisfaction. Dimensions of the perceived risk of
remote purchase, (the total risk, the financial risk, the social risk, the
psychological risk, the functional risk, and the physical risk) don't have a significant
impact on e-satisfaction, except the risk of loss of time has a negative impact.
Finally satisfaction influences positively and significantly the e-loyalty of the cyber
consumers.
The document explores factors that affect consumer buying behavior in online shopping. It discusses literature related to online shopping attributes, advantages, disadvantages and factors like website quality, ease of use, delivery, customer service, privacy and security, price, brand, refunds and trust that influence online purchasing. The study collected data through personal interviews to identify key factors, finding website quality, price, convenience, delivery, customer service, privacy, security, brand, refunds and trust most significantly impact online shopping behavior. The results suggest online retailers should focus on improving these factors to increase sales.
The impact of Recruitment and Selection process on candidates' intention to a...Target Research
Negli ultimi decenni la competizione per attrarre e trattenere in azienda i talenti, la cosiddetta “War For Talent” (Michaels, Handfield-Jones & Axerold, 2001) è aumentata costantemente. Diventa quindi fondamentale per le aziende trovare le modalità di Recruitment più efficaci per raggiungere i migliori e portarli dalla loro parte.
The document discusses a study that was conducted to investigate the impact of brand image on customer loyalty. A survey was administered to 111 respondents to understand the relationship between brand image factors like favorability, strength, uniqueness and customer loyalty. The results showed that gender does not impact customer loyalty or brand image. Age was found to have a direct relationship with brand favorability, indicating it impacts brand image and loyalty. Monthly income also directly impacts factors like favorability, strength and uniqueness, and therefore customer loyalty. The study aims to help marketers understand how to achieve customer loyalty by focusing on enhancing brand image benefits.
Impact of Customer Perceived Value and Customer’s Perception of Public Relati...Samar Rahi
The purpose of this study was to investigate the relationship between customer perceived value and customer’s perception of public relation on customer loyalty with moderating role of brand image. Research was conducted on banking sector of Pakistan.
This document discusses a study on the effect of brands on consumer buying behavior in the fashion industry in India. It aims to analyze how brands influence consumer purchasing decisions and to better understand concepts of branding and consumer behavior. The study uses a consumer survey of 100 respondents to examine how social, psychological and personal factors affect buying behavior and how brands impact what people buy. Reference groups like family, friends and aspirational groups are also explored as influences on consumer choices. The methodology and objectives of the study are outlined along with background on concepts like consumer behavior and types of reference groups.
This document summarizes a study on the impact of brand-related attributes on customer purchase intention in Punjab, Pakistan. The study examines how brand knowledge, brand relationships, behavioral intentions, brand advertisements, and past brand experiences influence customers' purchase intentions. It finds that brand knowledge and advertisements similarly impact male and female customers. However, females have stronger behavioral intentions, more positive past experiences, and greater purchase intentions than males. Meanwhile, males have stronger brand relationships than females. The study also finds that brand-related factors positively correlate with purchase intention and that companies should focus on improving these attributes to increase customer purchases.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
This document analyzes consumer purchase decisions at PT Saudaratama Agra Perkasa Medan based on marketing mix factors. It reviews literature on purchase decisions, price, product quality, promotion, and location. The study found that product quality, promotion, and location significantly influence consumer purchase decisions at PT Saudaratama, but price does not. It also found that the marketing mix factors together explain 24.9% of consumer purchase decisions, while other unmeasured variables explain the remaining 75.1%.
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
International Journal of Humanities and Social Science Invention (IJHSSI)inventionjournals
International Journal of Humanities and Social Science Invention (IJHSSI) is an international journal intended for professionals and researchers in all fields of Humanities and Social Science. IJHSSI publishes research articles and reviews within the whole field Humanities and Social Science, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
study of student's buying behviour towords laptopkhushbu chauhan
The document discusses a study on student buying behavior towards laptops. It begins with definitions of behavior and consumer behavior. It then outlines factors that influence consumer buying behavior such as cultural, social, personal, and psychological factors. It provides an overview of trends in the global, national, and state-level electronics industry. It also lists major laptop companies and discusses findings from previous research studies on topics related to laptop usage and purchase decisions.
Buyer Behaviour & Market Research Portfolioclsmith652
The document discusses the market research technique of personal introspection, using a case study of Lewis's department store, where 232 participants independently recorded their unbiased experiences and feelings about shopping at the store. Their introspections revealed strongly negative perceptions of the store's dilapidated environment, disorganized layout, and poor customer service. While personal introspection provides an "unvarnished" view of consumer cognition and affect, its success may be due to the obviously poor customer experience presented by the case study of Lewis's store.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
This document discusses consumer behavior and the factors that influence it. It provides an overview of the basic model of consumer decision making, which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also outlines some of the internal factors like motivation, perception, learning, and beliefs and values, as well as situational and social influences that affect consumer behavior. Finally, it provides three case studies as examples to illustrate concepts related to consumer behavior.
5 consumer behaviour research paper hari masterpiece HariMasterpiece
This document summarizes a research paper on analyzing factors that influence consumer behavior and promoting in marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumers' purchasing decisions. It also examines different types of consumer behavior and factors that affect consumer behavior, such as advertising, financial conditions, personal preferences, social influence, and purchasing power. Additionally, it outlines patterns of consumer behavior including area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology and how consumers think, feel, reason and make decisions is important for effective marketing.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
This document discusses a study on the effect of brand image on consumer purchase behavior of sports shoes brands in the UK, using Nike as a case study. It first reviews literature on concepts like brand awareness, brand preference, and factors that influence consumer preferences. It then discusses how brand experience and associations can develop brand preferences over time. The document also examines the difference between local and international brand images in the UK context, and identifies some pioneer brands in the UK, like Nike, and how they may have longer-term consumer preference advantages.
Consumer preferences of small car in indiaGaurav Dawar
The document discusses factors that influence consumer purchasing decisions for small cars in India. It examines internal factors like attitudes and perceptions, as well as external factors such as social and situational influences. The stages of the consumer decision making process for buying a car are explored, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Previous research on consumer buying behavior and the role of brands is summarized. The objectives of the study are to understand how internal and external factors influence consumers when purchasing entry-level cars and to evaluate perceptions of Indian versus global brands.
5 consumer behaviour research paper publishedin international journalmaaranhari
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This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
The document provides an acknowledgement and abstract for a project on consumer behavior and purchasing decisions related to laptops.
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MBA 5501, Advanced Marketing 1 Course Learning Outcom.docxAASTHA76
MBA 5501, Advanced Marketing 1
Course Learning Outcomes for Unit III
Upon completion of this unit, students should be able to:
2. Synthesize the use of marketing research and demand forecasting to predict business outcomes, and
contrast the influence of micro and macro environmental factors on marketing strategies.
2.1 Explain the impact of environmental factors with a company using the political, economic,
social, and technological (PEST) analysis tool.
2.2 Describe a company’s marketing history and its evolution to current practices.
3. Compare new product development and competitive product strategies.
3.1 Compare competitors within an industry.
4. Analyze consumer relationships and buying processes by outlining the development and cultivation of
customer relationships considering value, satisfaction, and loyalty.
4.1 Summarize a business’s next step for growth and potential with a focus on customer value,
satisfaction, and loyalty.
Course/Unit
Learning Outcomes
Learning Activity
2 Case Study; Chapters 5, 6, and 7
2.1 Case Study; Chapters 5, 6, and 7
2.2 Case Study; Chapters 5, 6, and 7
3 Case Study; Chapters 5, 6, and 7
3.1 Case Study; Chapters 5, 6, and 7
4 Case Study; Chapters 5, 6, and
4.1 Case Study; Chapters 5, 6, and 7
Reading Assignment
Chapter 5: Creating Long-Term Loyalty Relationships, pp. 127–146
Chapter 6: Analyzing Consumer Markets, pp. 157–179
Chapter 7: Analyzing Business Markets, pp. 189–210
Unit Lesson
Chapter 5: Creating Long-Term Loyalty Relationships
What is a brand that you purchase frequently and will go out of your way to find? What brand will you not only
shop around for but will also travel a distance to find? This practice means that you have created a
relationship with this brand; in the marketing world, this means that you have developed brand loyalty.
Kotler and Keller (2016) discuss customer value through the concept of customer perceived value (CPV),
which is defined as the difference between the customer’s perception of the product/service and the direct
and indirect competitors. A direct competitor is a company that provides the same products/services, while an
indirect competitor is one that provides products/services that do not necessarily provide the same
products/services but provide an alternative that the customer might choose if he or she did not purchase
your product/service. For instance, a direct competitor of Disney World might be Universal Studios, whereas
UNIT III STUDY GUIDE
Understanding the Consumer
MBA 5501, Advanced Marketing 2
both provide similarly themed entertainment. An indirect competitor might be Six Flags amusement parks,
which focus on thrill rides and provide the consumer with an alternative to the Disney World experience.
Marketers are always looking for methods by which they can create trust and commitment with the consumer.
Many times, this leads to a system of brand stra.
The document discusses when and why marketers may consider using negative statements about their own products in advertising. It analyzes the psychological perspective behind negative marketing and how it can be a feasible strategy. Two case studies are presented: Nestle used negative marketing in a Yorkie chocolate bar campaign, and a Kodak printer ad also used ambiguous negative messaging. The impact of these campaigns and how negative statements can achieve marketing objectives like raising awareness are explored. Examples must illustrate the strategy's use and effects on brand consumption and image.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
This document discusses a study on the role of events in building brand satisfaction, trust, and loyalty for an isotonic drink brand in Indonesia. The study examines the relationships between brand experience, brand activation events, brand satisfaction, brand trust, and brand loyalty. Specifically, it hypothesizes that brand experience and brand activation events positively influence brand satisfaction and trust, and that satisfaction and trust positively influence loyalty. The study collected data through questionnaires administered to 454 consumers who attended brand activation events in five Indonesian cities. Structural equation modeling was used to analyze the relationships between the variables.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how consumers purchase and dispose of products. Marketers analyze consumer behavior to understand what influences consumers' decisions and how to best market products to fill needs in the market. The study of consumer behavior helps marketers understand consumers' thinking and feelings towards brands and how the environment and social groups influence choices. Key factors that influence consumer behavior include personal demographics, psychological responses, social influences, marketing campaigns, economic conditions, and personal or group purchasing power. Online marketing allows detailed analysis of consumer behavior through personalized offerings and emerging markets.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
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The Effect of Consumer Attitude and Physical Environment on Buying Decisions by Brand Equity at Gramedia Book Store Matos Malang
1. International Journal of Business Marketing and Management (IJBMM)
Volume 6 Issue 12 December 2021, P.P. 01-07
ISSN: 2456-4559
www.ijbmm.com
International Journal of Business Marketing and Management (IJBMM) Page 1
The Effect of Consumer Attitude and Physical Environment on
Buying Decisions by Brand Equity at Gramedia Book Store
Matos Malang
Agus Subroto
Master of Management postgraduate Wisnuwardhana University Malang
Abstract: This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program. The results of this study indicate that consumer
attitudes and the physical environment partially affect brand equity. Consumer attitudes and brand
equity partially affect purchasing decisions, while the physical environment partially has no effect on
purchasing decisions Brand equity mediates the physical environment, but brand equity does not mediate
consumer attitudes towards purchasing decisions
Keywords: Consumer Attitude, Physical environment, Brand equity, Purchasing decision.
I. Introduction
Changes in the global economy and technological leaps affect the attitude of human life in consuming
products produced by companies. The influence of attitudes on consumer behavior is very clear, for example
useful products will be liked by consumers, as well as quality products will have many enthusiasts in changing
buying decisions. The influence of consumer attitudes towards the product should be directed to the behavior of
liking. Attitudes are formed as a result of direct contact, even attitudes are formed without actual experience
with an object. Therefore as entrepreneurs must create a good image for consumers to change the decision to
buy or consume the preferred product.
Creating an image can change decisions, for example, an impulse buyer is an unplanned or unplanned
buyer. Specifically in the context of consumer behavior, according to Schiffman and Kanuk (Mulyadi, 2013)
attitude is a condition in a person to behave like or dislike when faced with a situation. the influence of
consumer attitudes towards the product, quality must be directed to the behavior of liking. This condition is
something normal and easily accepted by common sense. Physical surroundings or the physical environment is
a feature of a situation that is most easily seen or eye catching, these features include ambient factors, social
factors and design factors. According to Park and Lennon in siti yuliana and Ken Sudarti (2018), it shows that
the quantity of interaction between customers and shop assistants in the store affects impulse buying buyers.
People or customers will be attracted to the crowd, according to human nature who wants to know everything.
Social factors are also very influential in changing buying decisions, because social factors involve the presence
of other people in individual or interpersonal interactions and the influence of others in the consumption
process. Brand equity has intangible values, beliefs, expectations and emotional values as well as historical
value for the company. The most important factor that must be prioritized is satisfaction. However, to be more
optimal if the company can measure customer satisfaction regularly (Sanita Ellen et al,2020). The value of
brand equity is seen as a brand strength that can strengthen consumer confidence and confidence in making
purchasing decisions.
The influence of consumer lifestyles will shift the company's simple mindset into an extraordinary
business trend center. In order to create consumer convenience, it is very important, both private companies and
government companies, especially SOEs. Changing the physical environment into something that is still very
attractive to both the customer and the consumer. The physical environment will directly affect the company's
image and will form an impression for consumers about the company. Even though today the level of
technology dominates with the emergence of online shops, for the next 10 years modern shops will still be the
choice of consumers, even the function of modern stores is not only a place for business transactions, but also
becomes entertainment through sigh seeing or window dressing for most consumers.
To win the competition, companies must offer different appeals to enhance brand image. A good brand
image will cause a positive response for consumers, so that it will provide survival for the company. Brand is
2. The Effect Of Consumer Attitude And Physical Environment On Buying Decisions By Brand Equ..
International Journal of Business Marketing and Management (IJBMM) Page 2
goodwill obtained from buyer satisfaction and the desire for the brand can generate brand equity, the added
value of existing brands in goods or services beyond the benefits provided.
II. Literature Review
Consumer Attitude
Is a concept in behavioral studies, by influencing attitudes, then marketers can influence consumer
behavior. In this study, the concept according to Schiffman and Kanuk in Ujang, S.(2004) becomes the
theoretical basis. Schiffman and Kanuk divide attitudes into three components, namely cognitive, affective and
conative. a. Cognitive is the knowledge and perception of consumers, which is obtained through experience with
an attitude object and information from various sources. This knowledge and perception is usually in the form of
trust, where consumers believe that the product has a number of attributes. Cognitive is often referred to as
consumer knowledge and belief; b. Affective describes the emotions and feelings of consumers whether the
product is liked or not liked; c. Conative shows a person's actions or behavioral tendencies towards an object.
Physical Environment
The physical environment according to Dunne and Lusch in Siti Yuliana and Ken Sudarti (2018) states
the store environment as a description of the store atmosphere which is composed of various elements such as
music, lighting, store form, instructions that direct visitors and elements of human resources. The physical
environment in this study uses the concept of Bitner (1992) which divides the fictional environment into three
indicators, namely a. Ambient condition, which includes environmental background characteristics such as
temperature, lighting, music noise and aroma. b. Spatial layout shows how machines, furniture equipment are
arranged and the size of these shapes. While spatially related, functionality shows the ability to facilitate
performance and achievement of goals; c.
Brand Equity
Efforts to be known by consumers, the company must manage the brand properly. Brands create a
difference with competitors and create unique value compared to competitors. Brand equity is the main form of
value in the overall relationship between consumers, distributors and even competitors.
A number of models of brand equity have different perspectives, one of the well-known models is
consumer-based brand equity. In this study, the concept proposed by Kotler and Keller (2009) became the basis
of the research. There are six stages, namely a. Brand salience is essentially that marketers must know the
difference and uniqueness compared to other products. Companies must create advantages that can make a
difference. Excellence in the brand is a measure of consumer awareness of the brand. When consumers think
about product categories such as bookstores, it is important that consumers are able to translate a brand
(Gramedia bookstore). This advantage is measured by how the Gramedia bookstore creates consumer awareness
to recognize the character of the Gramedia bookstore; b. brand performance, The performance of a brand can be
explained through the fulfillment of consumer needs and desires. How well the quality of the brand can be
judged by consumers. Brand performance should be able to exceed the elements and features contained in the
brand; c. Brand imagery, the brand depends on the way the brand to meet the psychological state of consumers
and consumer social needs.
Perception of the brand is more about how consumers think abstractly about the brand. Because brand
perception leads to intangible aspects of the brand. Consumers can imagine the relationship between their
personal experiences directly or indirectly through communication media. In this case, the consumer's
perception is related to the store atmosphere and the store environment (Gramedia bookstore); d. brand
judgments, is a personal opinion and consumer evaluation of the brand, by placing the overall value of brand
performance differentiation. Consumers can conduct research based on quality, credibility and consideration of
the brand. In this study, can the physical environment create trust in the Gramedia bookstore brand?; e. Brand
feeling, the feeling towards the brand is related to the emotional response and reaction to the brand. Feelings can
also be related to the social environment evoked by the brand. Feelings that arise as a result of communication
activities with marketing, can affect consumer feelings and their relationship with the physical environment
(Gramedia bookstore); f. Brand resonance, explains the basis and relationship when consumers feel a connection
with a brand. Resonance is defined as a characteristic of the psychological strength or depth felt by consumers
towards a brand, equivalent to the level of activity that generates loyalty as a result of the purchase. Loyal
behavior is needed, but not enough to cause resonance.
Buying Decision
A person's purchase decision is influenced by economic ability, personality in this case including age,
gender and occupation. A person's consumer behavior will affect buying decisions. The buying decision process.
In this study, the indicators used are in accordance with the opinion of Kotler and Keller (2009) the stages are as
3. The Effect Of Consumer Attitude And Physical Environment On Buying Decisions By Brand Equ..
International Journal of Business Marketing and Management (IJBMM) Page 3
follows: Introduction to problems in the buying process stage begins when the buyer a. Recognizing the problem
or need; b. Information search; c. Alternative evaluation d. Purchase decision; e. Behavior after purchase. These
needs can be triggered by stimuli due to the difference between the actual needs and the desired needs of
consumers. The stimulus can be from within (the buyer's personal) or from outside the buyer. Examples of self-
buyers, for example hungry. or external stimuli,
Information search, stimulation of the need, then there is an urge to seek more information. In this case
the stimulation of needs can be classified into two levels, the lighter information search is called attention
reinforcement (just more sensitive) the second level or then consumers begin to actively seek information for
example looking for information through reading materials, calling friends or visiting shops to learn. certain
product. Evaluation of Alternatives, information obtained by prospective buyers is used to obtain a clearer
picture of the alternatives to be selected. The picture is for example the attractiveness of each alternative.
Producers must try to understand how consumers recognize the information obtained and arrive at a certain
attitude about the product which then leads to consumers making decisions to buy goods or services from
marketers.
Buying decisions, producers must understand that consumers have their own way of handling the
information they get. In the evaluation stage, consumers can form preferences for brands in the choice set.
Consumers can form an intention to buy the most preferred brand. In some cases, consumers may decide not to
formally evaluate each brand. Meanwhile, in other cases, there are interventions that can influence buying
decisions. Behavior after buying if the goods purchased do not give satisfaction, the buyer will change his
attitude towards the brand of goods to be negative, maybe even refuse from the list of choices. Conversely, if
consumers get satisfaction from the goods purchased, there is a consumer desire to repurchase.
III. Method
This research method is also called explanatory research because the purpose of this research is to
explain the causal relationship between four variables through hypothesis testing.The data collection technique
in this study was carried out using a questionnaire, namely the method of collecting data by submitting a list of
questions which were then submitted to respondents who had purchased or had purchased at the Gramedia
Matos Bookstore in Malang. The population in this study are people who shop for products, both books and
stationery and offices at the Gramedia Matos Malang bookstore. Because the size or number of the population in
this study is not known with certainty. According to Ferdinand, A (2002) The minimum sample for research
purposes is 15-20 times the number of independent variables. There are 3 (three) independent variables in this
study, so that the number of samples of 133 samples is considered sufficient or feasible. All variable
measurements were carried out using a Likert scale score of 1 to 5 with a detailed score of 5: means strongly
agree (SS); score 4 means agree; score 3 means neutral (N); score 2: means disagree (TS); and a score of 1
means strongly disagree (STS)
Test the validity and reliability of research instruments
The questionnaire used as a tool to collect data in this study must be measured for expertise or validity
and reliability (reliability). The steps in processing the data are testing the reliability and validity of the
questionnaire instrument, which is very important to do to get valid and reliable research results. An instrument
is said to be reliable if it has a positive Cronbach's alpha r > r-table and is said to be valid if r results > r-table). It
turns out that the print out (data source processed the results in all (26 items) Cronbach's Alpha r value shows
positive 0.906 > 0.60 and validity shows > 0.50 so it is valid
This data processing technique is carried out using path analysis used to answer the problem
formulation in this study, it will be used to analyze more complex models that cannot be carried out by multiple
linear regression. The use of path analysis is assisted by the SPSS version 17 statistical program. According to
Sarwono (2013), this analysis model consists of two structural equations. Where X1 and X2 are exogenous
variables and Y1 and Y2 are endogenous variables. The first stage of the structural equation is to determine the
path diagram model based on the paradigm of the relationship between variables as can be seen in the stages
The path diagram consists of 2 structural equations. where X1 and X2 are exogenous variables to Y1
(exogenous), X1, X2 and Y1 are endogenous variables. Y2 exogenous The structural equation is as follows:
Structural equation (1) ………… Y.1 = PY1 X1 + PY1 X2 + €1
Structure equation (2) …….. ……Y2 = PY2 X1 + PY2 X2 + PY2 Y1+ €2
The t test is used to test the effect of each independent variable partially or individually on the dependent
variable. Testing through test (t) with a significance level of 0.05, the criteria are as follows: if the research sig
<0.05 then H0 is rejected and Hi is accepted and if the research sig is > 0.05 then H0 is accepted and Hi is
rejected.
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IV. Results And Discussion
This test was carried out by t-test, to determine the effect of each variable on consumer attitudes and
the physical environment (Table 1) showed a significance value of consumer attitudes 0.00 < 0.05, and the
physical environment variable a significance value of 0.019 < 0.05. It can be stated that the attitude and physical
environment variables partially or individually have a significant effect on brand equity.
Y.1 = PY1 X1 + PY1 X2 + €1 Y1 = 0,688 X1 + 0,148 X2 + €1
Table1. Influence of attitude and physical environment on brand equity
Model
Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 2.797 1.880 1.488 .139
sikap .485 .044 .688 11.063 .000
Lingfis .155 .065 .148 2.381 .019
Table 2. Influence of attitude, physical environment and brand equity on purchasing decisions
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 6.509 1.674 3.888 .000
SIKAP .137 .054 .293 2.536 .012
LINGFIS .003 .059 .005 .054 .957
Ek.Merek .161 .077 .243 2.075 .040
To answer the structural equation 2. Tests were carried out: by looking for the significance value of consumer
attitudes, physical environment and brand equity as independent variables and purchasing decisions as the
dependent variable was carried out by t test, to determine the effect of consumer attitudes variables and can be
seen in Table 2. Consumer attitudes shows a significance value of 0.012 <0.05 and shows a partial influence on
purchasing decisions of 0.293 which is considered a significant effect. Meanwhile, the physical environment
variable has a significance value of 0.957> 0.05. And the magnitude of the influence on purchasing decisions
0.005 is considered no effect. It shows that the consumer attitude variable has a partial effect on purchasing
decisions, and the physical environment has no significant effect on purchasing decisions.
Table 3. Coefficient Correlations Variables
Model Ek.Brand LINGFIS ATTITUDE
1 Correlations Ek.Brand 1,000 -.204 -.696
LINGFIS -.204 1,000 -140
ATTITUDE -.696 -140 1,000
Covariances Ek.Brand .006 .000 -.003
LINGFIS .000 .003 .000
ATTITUDE -.003 .000 .003
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International Journal of Business Marketing and Management (IJBMM) Page 5
variables is -0.204. To estimate the number, the following criteria were used: 0 - 0.25 very weak correlation;
0.25 – 0.5 : enough correlation
: 0.5 – 0.75 strong correlation; > 0.75 – 1 : very strong correlation
The correlation of -0.204 means that the relationship between brand equity variables and the physical
environment is very weak, and negative. The correlation between brand equity and attitude is -0.696 strong and
negative correlation. This shows that there is no multicollinear problem in the regression model above
a.Direct Effect).
The direct effect of consumer attitude variables on brand equity.
X1 Y1 = 0.688
The direct influence of the physical environment on brand equity
X2 Y1 = 0.148
The direct influence of attitudes on buying decisions
X1 Y2 = 0.293..
influence direct physical environment on buying decisions
X2 Y2 = 0.005
direct influence of brand equity on purchasing decisions
Y1 Y2 = 0.243
b. Indirect Effect
The influence of the attitude variable on purchasing decisions through brand equity
X1 Y1 Y2 = (0.688 X 0.243) = 0.1671
The influence of physical environmental variables on purchasing decisions through equity
X2 Y1 Y2 = (0.148 X 0.243) = 0.0359
c. Total effect
The influence of the Attitude variable on purchasing decisions through brand equity
X1 Y1 Y2 = (0,688 + 0.243) = 0.931
Figure 1. Research Results Model
X1 = consumer attitude
X2 = Physical environment
Y1 = Brand Equity
Y2 = Purchase decision
H1. The influence of consumer attitudes on brand equity
Based on the analysis of the results of the t test (Table. 2) shows the results of the significance level for
consumer attitudes with a significance value of 0.00 < 0.05 this means that consumer attitudes towards brand
equity have a significant effect. Consumer attitudes towards brands represent the influence of consumers on a
brand that can lead to concrete actions such as the choice of a brand, that the more interested someone is in a
brand, the stronger the desire to own and choose the brand, Kurniawati (2009). Meanwhile, according to Kotller
and Ketter (2009) and Rizky, A and Pantawis, S. (2011), the intensity of competition is becoming increasingly
fierce with the presence of various brands so that brands influence a person's attitude to make decisions. Certain
brands are also said to have positive customer-based brand equity when consumers react more favorably to
certain products. Reacting pleasantly can affect consumer attitudes in behavior and decisions to buy. Nugroho
(2008) said the same thing with consumer attitudes, namely studying consumer tendencies to evaluate brands
whether they are liked or disliked consistently. Hamidah (2004) consumer attitudes cognitively will affect
decision making, consumer attitudes are generally related to brand choice,
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H2. Effect of Physical Environment on Brand Equity
The physical environment partially has a significant effect on brand equity, meaning that the physical
environment partially has a significant effect on brand equity (Table 1). This is evidenced by brand equity
having a significance value of 0.019 < 0.05. Partially, the physical environment has a significant effect on
equity. It is no secret that the strategic environment encourages the emergence of elite housing with all the
luxury including brands in this case is a symbol of luxury housing. Shopping centers occupy locations or
neighborhoods in expensive locations.
H3. The Influence of Consumer Attitudes on Buying Decisions
Data processing is shown in Table 2which produces an attitude variable towards purchasing decisions
with a significance of 0.012 < 0.05. This result states that consumer attitudes partially affect buying decisions.
This statement is corroborated by Vivi Maisyarah and Liasta Ginting (2016), which is one component of
affective attitude or feelings that have a positive and significant effect on consumers buying a product. Sangadji
and Sopiah (in Ramadhan FA and Pangestuti, E. 2018) suggest that brand trust, brand evaluation, and intention
to buy are three components of attitude. Brand trust is a cognitive component of attitude; brand evaluation is an
affective or feeling component; intention to buy is a conative component or belief Action, and the most
dominant influence on purchasing decisions, while the opinion of Kotler and Keller (2017) is the most dominant
cognitive attitude in buying expensive products. The cognitive component indicator/brand trust itself shows that
brand trust includes consumer knowledge of symbols on environmentally friendly product packaging.
Companies must be committed to an attitude of consumer trust and must keep brand equity embedded in the
minds of consumers and result in what they learn, feel, see and hear about a particular brand every time.
H4. Effect of Physical Environment on Buying Decision
The results of data processing with the t-test in Table 2 show partially that the physical environment
has no effect on purchasing decisions. The results of the t test show the t arithmetic value of 0.054 with a
significance value of 0.957, the significance value of 0.957 > 0.05. From the results of the t test that the physical
environment has no effect on purchasing decisions. This is in accordance with Mahrabian Russell's statement
which states that the physical environment affects one's feelings both consciously and unconsciously. This
shows that environmental factors are also influenced by one's feelings or atmosphere at that time. When
consumers enjoy or are looking for or reading what will be purchased in bookstores. Visitors or consumers show
their seriousness in choosing books so that a crowded environment is not liked, seems to interfere with the
enjoyment of reading. They want to choose the books they read before buying or just reading,
However, it is different, with the opinion of Pasaribu et al (2019) that the physical environment has the most
influence partially or simultaneously when people shop at Hypermart Sun Plaza Medan. Happy with the
atmosphere of going to the mall enjoying the atmosphere of enjoying the atmosphere with family or friends. The
same thing was also conveyed by Widada SH (2017) that the physical environment facilitates the appearance or
communication of services in interacting with friends or colleagues.
H5. The Influence of Brand Equity on Buying Decisions
t-test in Table 2 shows that the brand equity variable partially has a significant influence on purchasing
decisions, with a significance value of 0.04 <0.05. with a nesar effect of 0.243. So it can be explained that brand
equity has a significant effect on purchasing decisions. The same thing was conveyed by Sudono, St. (2013) The
point is a strong commitment from customers to the brand, can create strong customer confidence when making
purchasing decisions and Miati (2020) ) a brand is a product or service whose dimensions differentiate the brand
in several ways from other products or services and the brand is very influential. significant to the decision to
buy the product
H6. Influence of Attitude and Physical Environment on Brand Equity mediated buying decisions
The indirect influence of the physical environment is greater than the direct influence. The results of
the calculation or print out show that the influence of the physical environment on purchasing decisions
mediated by brand equity is greater (0.148 X 0.243) = 0.0359> than the direct effect of 0.005. This means that
brand equity mediates the relationship between the physical environment and purchasing decisions. Indirect
calculation results (0.688 X 0.243) = 0.1671 < 0.293 (direct effect) Brand equity does not mediate the direct
influence of consumer attitudes on purchasing decisions because the direct influence is greater in value
V. Conclusion
Partially, consumer attitudes have a significant effect on brand equity at the Gramedia Matos Malang
bookstore. The physical environment partially has a significant effect on brand equity at the Gramedia Matos
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International Journal of Business Marketing and Management (IJBMM) Page 7
Malang bookstore. Consumer attitudes partially influence buying decisions at the Gramedia Matos Malang
bookstore. The physical environment partially has no effect on purchasing decisions at Gramedia Matos Malang
bookstores. Brand equity partially influences purchasing decisions at Gramedia Matos Malang bookstores.
Brand equity does not mediate consumer attitudes towards buying decisions, but brand equity mediates the
physical environment at Gramedia Matos Malang bookstore. Because the physical environment does not
significantly influence buying decisions, management needs to (a) Fixing ambient factors, especially AC
facilities for customer convenience (b) Tidy up the design factor Book arrangement to make it easier for
customers to find the books or products they need
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