The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar

dc.contributor.author	Yusuf, Muhammad
dc.contributor.author	Said, Miah
dc.contributor.author	Nurhilalia
dc.contributor.author	Yusuf, Yulia Yunita
dc.date.accessioned	2023-01-17T03:34:01Z
dc.date.available	2023-01-17T03:34:01Z
dc.date.issued	2022
dc.identifier.citation	260–275	en_US
dc.identifier.issn	2054-7544
dc.identifier.uri	http://localhost:8080/xmlui/handle/123456789/3957
dc.description.abstract	This paper aims to analyse how brand image, price, service quality, product quality and promotion of cars at Bosowa Berlian Motor Inc. (part of the Mitsubishi brand that sells cars in South Sulawesi province) affect consumer purchase decisions. This study used path analysis to analyse the pattern of relationships between the independent variables (exogenous) and the dependent variable (endogenous) to determine their direct or indirect effects. The results showed that the brand image, price, service quality, product quality and promotional activities had a significant positive influence by encouraging an increase in consumer interest.	en_US
dc.publisher	Henry Stewart Publications	en_US
dc.relation.ispartofseries	Vol. 7;No 3
dc.subject	brand image	en_US
dc.subject	car	en_US
dc.subject	price	en_US
dc.subject	product quality	en_US
dc.subject	promotion	en_US
dc.subject	service quality	en_US
dc.title	The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar	en_US
dc.type	Article	en_US