Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)

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The Influence of Brand Image, Price Level and Word of Mouth on Purchasing Decisions for “Nau Coffee” SMEs Products

Study on Student of Accounting Department Universitas Pendidikan Ganesha

Authors
Putu Eka Dianita Marvilianti Dewi, Ni Wayan Yulianita Dewi, Sunitha Devi
Corresponding Author
Putu Eka Dianita Marvilianti Dewi
Available Online 14 December 2020.
DOI
10.2991/aebmr.k.201212.025How to use a DOI?
Keywords
Brand image, Decision-making, Price level, Word of mouth
Abstract

Consumers are very critical in making purchasing decisions and they are greatly influenced by the brand, the price level, and how the companies promote their products. The lifestyle has a change that is marked by the emergence of new trends that are utilized by SMEs as their business fields. The purpose of this study was to determine: 1) The influence of brand image on purchasing decisions at Nau Coffee SMEs, 2) The influence of price level on purchasing decisions at Nau Coffee SMEs, 3) The influence of word of mouth on purchasing decisions at Nau Coffee SMEs. This research is a causal quantitative research. The data collection techniques are observation and questionnaires. The data analysis technique in this study used multiple linear regressions and the T statistical test used SPSS ver. 20, with 93 respondents as a sample. The results of this study state that there is the influence of brand image and word of mouth variables on the purchasing decisions of Nau Coffee SMEs products and there is no influence of the price level variables on purchasing decisions of Nau Coffee SMEs products.

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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Volume Title
Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
14 December 2020
ISBN
978-94-6239-297-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.201212.025How to use a DOI?
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/).

Cite this article

risenwbib
TY  - CONF
AU  - Putu Eka Dianita Marvilianti Dewi
AU  - Ni Wayan Yulianita Dewi
AU  - Sunitha Devi
PY  - 2020
DA  - 2020/12/14
TI  - The Influence of Brand Image, Price Level and Word of Mouth on Purchasing Decisions for “Nau Coffee” SMEs Products
BT  - Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
PB  - Atlantis Press
SP  - 187
EP  - 193
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201212.025
DO  - 10.2991/aebmr.k.201212.025
ID  - Dewi2020
ER  -