The Effect of Product Quality, Brand Image, Celebrity Endorsers, and Promotional Strategies on Consumer Purchase Intention of Cooperatives and Micro, Small, and Medium Enterprises (MSMEs)

Da’isya Arumanda Chitta Fataya · Haryono Subiyakto · Miswanto Miswanto · Lita Kusumasari · Rusmawan Wahyu Anggoro

6 citations0/0 files storedInternational Conference on Economic, Management, Business and Accounting (ICEMBA)

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

The purpose of this study is to test the effect of product (good or service) quality, brand image, celebrity endorser, and promotion strategy on the purchase intention of consumers of cooperatives and MSMEs in the Province of the Yogyakarta Special Region, Indonesia. This study examines the causal r

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2019Saudi Journal of Business and Management Studies 2019The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce 2018The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars 2017PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PADA PERUSAHAAN A-36 2020Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea 2020Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure 2020PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI SEPEDA MOTOR KAWASAKI 2017PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SANITARY WARE TOTO DI KOTA DENPASAR

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2024Improving Purchase Intention Through Celebrity Endorsement, Social Media Advertising, and Customer Experience With Brand Image as a Moderation

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