IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2022v7i3p260-275.html
   My bibliography  Save this article

The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar

Author

Listed:
  • Yusuf, Muhammad

    (Lecturer, Bosowa University, Indonesia)

  • Said, Miah

    (Lecturer, Bosowa University, Indonesia)

  • Nurhilalia,

    (Lecturer, State Polytechnic of Ujung Pandang, Indonesia)

  • Yusuf, Yulia Yunita

    (Lecturer, Fadjar University, Indonesia)

Abstract

This paper aims to analyse how brand image, price, service quality, product quality and promotion of cars at Bosowa Berlian Motor Inc. (part of the Mitsubishi brand that sells cars in South Sulawesi province) affect consumer purchase decisions. This study used path analysis to analyse the pattern of relationships between the independent variables (exogenous) and the dependent variable (endogenous) to determine their direct or indirect effects. The results showed that the brand image, price, service quality, product quality and promotional activities had a significant positive influence by encouraging an increase in consumer interest.

Suggested Citation

  • Yusuf, Muhammad & Said, Miah & Nurhilalia, & Yusuf, Yulia Yunita, 2022. "The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(3), pages 260-275, February.
  • Handle: RePEc:aza:ama000:y:2022:v:7:i:3:p:260-275
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6786/download/
    Download Restriction: Requires a paid subscription for full access.

    File URL: https://hstalks.com/article/6786/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nofrizal, & Juju, Undang & Sucherly, & N, Arizal & Waldelmi, Idel & Aznuriyandi,, 2023. "Changes and determinants of consumer shopping behavior in E-commerce and social media product Muslimah," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

    More about this item

    Keywords

    brand image; car; price; product quality; promotion; service quality;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2022:v:7:i:3:p:260-275. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.