Determining Consumer Purchase Decision For Product Imitation In Developing Country Khoirun Nisa Bahri, Ratih Hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo, Vanessa Gaffar, Candra Taufik
a. Universitas Pendidikan Indonesia
b. Universitas ^Aisyiyah Bandung
Abstract
The purpose of this study was to determine the effect of customer loyalty, brand image and price on purchasing decisions for Umama Scarves hijab products, which are imitation products from the Buttonscarves hijab brand. The research sample is Umama Scarves premium hijab buyers who also know Buttonscarves hijab. Multiple linear regression, simultaneous test and partial test were used to analyze the data. The results of this research show that purchasing decisions are simultaneously influenced by customer loyalty, brand image and price. Meanwhile, the partial test results show that brand image and price have an effect on purchasing decisions, while customer loyalty has no effect on purchasing decisions on imitation products in developing countries. Therefore Umama Scarves needs to pay attention to brand image and price variables in influencing purchasing decisions.
