Brand Image: Its Influence on Youku Application Purchase Decisions

Bagas Rino Anggoro; Heny Hendrayati; Chairul Furqon; Ratih Hurriyati

doi:10.2991/978-94-6463-443-3_97

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Brand Image: Its Influence on Youku Application Purchase Decisions

Authors

Bagas Rino Anggoro¹^{, *}, Heny Hendrayati¹, Chairul Furqon¹, Ratih Hurriyati¹

¹Universitas Pendidikan Indonesia, Bandung, Indonesia

^*Corresponding author. Email: bagasrinoanggoro@upi.edu

Corresponding Author

Bagas Rino Anggoro

Available Online 26 June 2024.

DOI: 10.2991/978-94-6463-443-3_97 How to use a DOI?
Keywords: Brand Image; Purchase Decision; YOUKU App
Abstract: The relatively small user base of the YOUKU application in comparison to other apps can be attributed to individual perceptions of the product, which influence potential consumers’ choices when making purchase decisions. This research aims to investigate the impact of brand image on purchasing choices within the context of a video streaming application, specifically YOUKU. The study targets UPI students in the Management Study Program who are familiar with the YOUKU app, with a sample of 52 individuals selected using the saturated sample method. Data analysis encompasses both descriptive and inferential approaches, facilitated by the Partial Least Square 4 (PLS 4) analysis tool. The findings revealed that all indicators related to brand image significantly influenced purchasing decisions. This study’s significance lies in its capacity to offer valuable insights to YOUKU management and the digital entertainment industry, emphasizing the importance of cultivating a strong brand image to enhance user purchasing decisions.
Copyright: © 2024 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 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series: Advances in Economics, Business and Management Research
Publication Date: 26 June 2024
ISBN: 978-94-6463-443-3
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-443-3_97 How to use a DOI?
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

ris enw bib

TY  - CONF
AU  - Bagas Rino Anggoro
AU  - Heny Hendrayati
AU  - Chairul Furqon
AU  - Ratih Hurriyati
PY  - 2024
DA  - 2024/06/26
TI  - Brand Image: Its Influence on Youku Application Purchase Decisions
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 736
EP  - 742
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_97
DO  - 10.2991/978-94-6463-443-3_97
ID  - Anggoro2024
ER  -

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