{"title":"The Influence of Brand Image on Consumer Purchase Intention and Its Impact on Portable Wi-Fi Modem Online Purchase Decision","authors":"C. Lie, Regina Eka Riantini, V. U. Tjhin","doi":"10.1145/3537693.3537753","DOIUrl":null,"url":null,"abstract":"The advancement of science and technology business is very rapidly growing causing competition in the business world to be higher. One of them is competition in the business of portable WI-FI modem products. The purpose of this research is to find out the influence of Brand Image on Purchase intention as well as its impact on online purchasing decisions. The type of data used in this study is quantitative data. The data was obtained by spreading questionnaires in the Pekanbaru City area to 115 users of portable WI-FI modems. The analysis method used in this study is Path Analysis where this method as a measuring tool for the influence of Brand Image on Purchase intention and its impact on online purchasing decisions. The results of the analysis proved that these variables have an influence on each other, and the results of this study are Brand Image and Buying Interest significantly affect the decision to buy online portable WI-FI modem products.","PeriodicalId":71902,"journal":{"name":"电子政务","volume":"8 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"电子政务","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1145/3537693.3537753","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
The advancement of science and technology business is very rapidly growing causing competition in the business world to be higher. One of them is competition in the business of portable WI-FI modem products. The purpose of this research is to find out the influence of Brand Image on Purchase intention as well as its impact on online purchasing decisions. The type of data used in this study is quantitative data. The data was obtained by spreading questionnaires in the Pekanbaru City area to 115 users of portable WI-FI modems. The analysis method used in this study is Path Analysis where this method as a measuring tool for the influence of Brand Image on Purchase intention and its impact on online purchasing decisions. The results of the analysis proved that these variables have an influence on each other, and the results of this study are Brand Image and Buying Interest significantly affect the decision to buy online portable WI-FI modem products.
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