BRAND IMAGE: ITS INFLUENCE ON YOUKU APPLICATION PURCHASE DECISIONS
Bagas Rino Anggoro(1*), Heny Hendrayati(2), Chairul Furqon (3), Ratih Hurriyati (4)

1. Indonesia University of Education, Bandung
2. Faculty of Economics and Business Education
bagasrinoanggoro[at]upi.edu

Abstract

The low number of YOUKU application customers compared to other applications is caused by a kind of individual perception of a product, causing changes in the preferences of potential consumers in determining purchasing decisions. This study aims to determine the effect of brand image on purchasing decisions in one of the video streaming applications, namely YOUKU. The population in this study is UPI management students who know the YOUKU application with a sample of 52 people using the saturated sample method sampling technique. The data analysis technique used is the descriptive and inferential analysis which is carried out through the Partial Least Square 4 or PLS 4 analysis tool. The results of this study are all indicators on brand image variables have a significant influence on purchasing decisions. The benefit of this research is that it provides important insights for YOUKU managers and the digital entertainment industry to pay serious attention to understanding the importance of a strong brand image to improve users purchasing decisions.

Keywords: Keywords-- brand image- purchase decision- YOUKU app

Topic: Marketing Management, Relationship Marketing, Service Marketing