Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)

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Influence of Brand Image and Service Quality on Purchase Decision

(Case Study on Mutual Fund Purchase Decisions in Bibit Application)

Authors
Endry Putra1, *, Dhaniar Yossa Sevilla1, Ishak Harel Sintong1, Novita Rifky Abida1, Kadek Dwi Premana1, Kharisma Alvin Rahmasari1, Ulvi Rohmatul Khasanah1
1Faculty of Administrative Science, University of Brawijaya, Malang, Indonesia
*Corresponding author. Email: endryputra1921@ub.ac.id
Corresponding Author
Endry Putra
Available Online 1 August 2023.
DOI
10.2991/978-2-38476-090-9_21How to use a DOI?
Keywords
Brand Image; Service Quality; Purchase Decision
Abstract

There are many things that must be analyzed and considered by investors before deciding to make a purchase, one of which is by considering the brand image and service quality. This study aims to determine the effect of brand image and service quality on mutual funds purchasing decisions in the Bibit application. This research was conducted in the Malang city because most of the respondents were of student age, so that Malang as one of the educational cities in East Java is considered to be able to represent the sample in this study. The sample was selected using a non-probability sampling method with the Maholtra formula, so that there were 144 respondents. Analysis of the data in this study using multiple linear regression analysis. The results of this study indicate that brand image and service quality have a positive and significant effect on purchasing decisions.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 August 2023
ISBN
10.2991/978-2-38476-090-9_21
ISSN
2352-5398
DOI
10.2991/978-2-38476-090-9_21How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Endry Putra
AU  - Dhaniar Yossa Sevilla
AU  - Ishak Harel Sintong
AU  - Novita Rifky Abida
AU  - Kadek Dwi Premana
AU  - Kharisma Alvin Rahmasari
AU  - Ulvi Rohmatul Khasanah
PY  - 2023
DA  - 2023/08/01
TI  - Influence of Brand Image and Service Quality on Purchase Decision
BT  - Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
PB  - Atlantis Press
SP  - 238
EP  - 249
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-090-9_21
DO  - 10.2991/978-2-38476-090-9_21
ID  - Putra2023
ER  -