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
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.
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Author's Biography
Muhammad Yusuf is a Lecturer in the Faculty of Economics and Business at Bosowa University of Makassar, Indonesia. He holds a Doctor of Management degree from Brawijaya University, Malang, where he graduated in 2013.
Miah Said is a Lecturer in the Faculty of Economics and Business at Bosowa University of Makassar, Indonesia. She holds a Doctor of Management degree from Hasanuddin University, Makassar, where she graduated in 2016.
Nurhilalia is a Lecturer in the State Polytechnic of Ujung Pandang in Makassar, Indonesia. She holds a Doctor of Management from Hasanuddin University, Makassar, where she graduated in 2019.
Yulia Yunita Yusuf is a Lecturer in the Faculty of Economics at Fadjar University in Makassar, South Sulawesi, Indonesia. Her area of expertise is accounting management studies.
Citation
Yusuf, Muhammad, Said, Miah, Nurhilalia, and Yusuf, Yulia Yunita (2022, February 1). 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. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 3. https://doi.org/10.69554/IPZY6478.
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