Published: 2022-11-24
The Effects of Corporate Identity and Product Knowledge on Consumer Purchase Decision
DOI: 10.35870/ijmsit.v2i2.812
Downloads
Abstract
The background of this research is that consumer purchasing decisions for the mobile phone Oppo brand are still fluctuating. This is due to Corporate identity, knowledge of the product. Thus, this research focuses on the influence of corporate identity and product knowledge on consumer purchasing decisions. The method used is descriptive qualitative with the following research results. Respondents' responses to corporate identity tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant influence of corporate identity on consumer purchasing decisions. This means that if corporate identity increases, it will be followed by an increase in consumer purchasing decisions. Respondents' responses to product knowledge tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant effect of product knowledge on consumer purchasing decisions. This means that if knowledge about the product increases, it will be followed by an increase in consumer purchasing decisions. Respondents' responses to corporate identity and product knowledge tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant influence of corporate identity and product knowledge on consumer purchasing decisions. This means that if knowledge about the product increases, it will be followed by an increase in consumer purchasing decisions.
Keywords
Corporate Identity ; Product Knowledge ; Buying Decision ; Consumers
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 2 No. 2 (2022)
-
Section: Articles
-
Published: %750 %e, %2022
-
License: CC BY 4.0
-
Copyright: © 2022 Authors
-
DOI: 10.35870/ijmsit.v2i2.812
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Asep Saepudin
Management Study Program, Faculty of Economics and Business
Edi Ganda Permana
Finance and Banking Study Program. Faculty of Economics and Business
Wursan
Finance and Banking Study Program. Faculty of Economics and Business
Tine Badriatin
Finance and Banking Study Program. Faculty of Economics and Business
-
Keller, 2009. Manajemen Pemasaran, Edisi 13, Jilid 1. Jakarta: Erlangga
-
Fahrudin dan Yulianti. 2015 Manajemen Sumber Daya Manusia . Jakarta: Prenada
-
Kotler, P. (2022). The Battle between Commercial Marketing and Social Marketing. Social Marketing Quarterly, 15245004221136334.
-
Habibah, N. F. (2020). Tantangan Dan Strategi Perbankan Syariah Dalam Menghadapi Covid-19. Iqtishodiah: Jurnal Ekonomi dan Perbankan Syariah, 2(1), 1-9.
-
Suparwi, S., & Fitriyani, S. (2020). Pengaruh Product Knowledge, Brand Image, dan Brand Ambassador Terhadap Keputusan Pembelian Top White Coffe Mahasiswa FEBI IAIN Kudus 2016-2017. BISNIS: Jurnal Bisnis dan Manajemen Islam, 8(2), 253-272. DOI : http://dx.doi.org/10.21043/bisnis.v8i2.8764
-
Munawir, M. (2018). Persepsi Kualitas Layanan dan Kepuasan Pelanggan pada Pusat Perbelanjaan Kota Banda Aceh dengan Metode SERVQUAL. Jurnal EMT KITA, 2(1), 1–8. https://doi.org/10.35870/emt.v2i1.46
-
Niki Destiani, 2017. PENGARUH CORPORATE IDENTITY DAN PENGETAHUAN TENTANG PRODUK TERHADAP KEPUTUSAN PEMBELIAN: STUDI PADA BIRO RESELLER RESMI RABBANI. Ekonologi : Jurnal Ilmu Manajemen Universitas Galuh. Vol.4, No. 1. 2017. 203-207
-
Ihsan Effendi, P. H. R. (2020). Dampak Covid-19 Terhadap Bank Syariah. Jurnal Ilmu Ekonomi Dan Studi Pembangunan, 20, No. 2, 221–230. http://dx.doi.org/10.30596%2Fekonomikawan.v20i2.5553
-
Rizal, S., & Munawir, M. (2017). Pengaruh Kepuasan Nasabah Terhadap Menggunakan Mobile Banking (M-Banking) Pada Bank BCA Cabang Banda Aceh. Jurnal EMT KITA, 1(2), 68–78. https://doi.org/10.35870/emt.v1i2.34
-
Yusuf, Z., Sarboini, S., Mariati, M., Amri, S., & Rizal, S. (2021). The Effect of Advertising and Consumer Satisfaction on Consumer Loyalty to Pepsodent Products in Banda Aceh City. International Journal of Management Science and Information Technology, 1(2), 36–44. https://doi.org/10.35870/ijmsit.v1i2.441
-
Wursan, W., Rinandiyana, L. R., & Badriatin, T. (2021). Social media promotion effect on product purchase decisions through word of mouth marketing. Linguistics and Culture Review, 5(S1), 821-831. https://doi.org/10.21744/lingcure.v5nS1.1466
-
Ihsanuddin. (2020). 9 Kebijakan Ekonomi Jokowi di Tengah Pandemi Covid-19: Penangguhan Cicilan hingga Relaksi Pajak. 26 Maret. https://nasional.kompas.com/read/2020/03/26/07412441/9-kebijakan-ekonomi-jokowi-di-tengah-pandemi-Covid-19-penangguhan-cicilan?page=all
-
Singarimbun, M. d. .2015. Metode Penelitian Survei (Editor ), LP3ES, Jakarta. Jakarta: LP3ES
-
Sugiyono. 2014. Metode penelitian kualittaif dan Kuantitatfif RD. Bandung: Alfabeta.
-
Iin Mandasari, hasil penelitiannya yang berjudul Promosi DanPengetahuan tentang produk Terhadap Keputusan Konsumen Untuk Membeli Pada BRI Syariah Cabang Cirebon.
-
Asti Dwi Putri 2016. Promosi Dan Pengetahuan tentang produk Terhadap Keputusan pembelian konsumen Pada Produk Tabungan Bsm Pt Bank Syariah Mandiri Kantor Cabang Pembantu Simpang Patal Palembang
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.