The Effect of Brand Image on Consumptive Behavior of Adolescent Girls in Palembang

DOI

10.2991/aebmr.k.200520.049How to use a DOI?

Keywords

brand image, consumptive behaviour, adolescent girls

Abstract

This study aims to empirically examine and analyze the effect of brand image on the consumptive behavior of adolescent girls in Palembang. The study population was young women aged 10 to 24 who made purchases at malls located in Palembang. The sample studied as research respondents was 100 people with the questionnaire distribution technique used was accidental sampling. The analysis technique used to estimate the research model is Ordinary Least Square (OLS). The estimation results show that the brand image variable has a positive and significant effect on the consumptive behavior of adolescent girls in Palembang.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ahmad Maulana
AU  - Agung Putra Raneo
AU  - Wita Farla
AU  - Nurkardina Novalia
PY  - 2020
DA  - 2020/05/23
TI  - The Effect of Brand Image on Consumptive Behavior of Adolescent Girls in Palembang
BT  - Proceedings of the 5th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2019)
PB  - Atlantis Press
SP  - 286
EP  - 293
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200520.049
DO  - 10.2991/aebmr.k.200520.049
ID  - Maulana2020
ER  -