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All Journal Journal of Applied Management and Business
Guntur Pradipto Aji Raharjo
Program Studi Magister Manajemen Universitas Kristen Maranatha, Bandung, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Social Sciences Other

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BRAND HERITAGE, CORPORATE REPUTATION AND BRAND IMAGE ON BUYING INTENTION Guntur Pradipto Aji Raharjo
Journal of Applied Management and Business (JAMB) Vol. 1 No. 1 (2020)
Publisher : Universitas Dinamika

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (594.962 KB) | DOI: 10.37802/jamb.v1i1.59

Abstract

This study aims to prove empirically how these three factors can influence purchasing decisions. This research model involves several variables of brand heritage, corporate reputation, purchase intention and brand image as additional variables. This research proves that brand heritage is still an important driver of customer purchase intentions or intentions. Similar results also occur in corporate reputation that supports this view that corporate reputation has a positive influence on buying intentions for Datsun products, and brand image that also influences consumers to buy Datsun products.
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