Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia
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Author(s)Sudaryanto SudaryantoLink to ORCID Index: https://orcid.org/0000-0001-9281-3962
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Imam SurosoLink to ORCID Index: https://orcid.org/0000-0002-7300-9319
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Anifatul HanimLink to ORCID Index: https://orcid.org/0000-0001-9908-3624
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Jaloni Pansiri
,
Taskiya Latifatil Umama
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DOIhttp://dx.doi.org/10.21511/im.17(1).2021.11
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Article InfoVolume 17 2021, Issue #1, pp. 130-142
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- 2664 Views
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794 Downloads
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Creative Commons Attribution 4.0 International License
The marketing strategy phenomenon improves significantly, narrowing from a general to a specific cultural ethnicity base and from variable to dimension analysis. This study examines the impact of culture, brand image and price on buying decisions. The study population comprised retail consumers in the sampled area of Situbondo, East Java, Indonesia. A multi-stage sampling technique was used to derive a sample of 112 respondents as a primary data source – descriptive statistics allows for the demographic characteristics of retail consumers in East Java, Indonesia. Surprisingly, the data showed that gender involvement in buyer decision-making was dominant. Most retail customers were identified as private-sector employees and indicated for higher income earners. Responses were then analyzed using multiple linear regressions to answer the research hypotheses. The results showed that Hofstede’s culture dimension and the brand image and price significantly affected consumer buying decisions at retail stores in East Java, Indonesia. Regarding the strength of Islamic culture in East Java, price was the primary consideration in buying decisions. Further research, preferably using ethnographic approaches with an emphasis on qualitative research, is needed to investigate the implications of these relationships.
Acknowledgment
We would like to thank the Research Centre (LP2M) of University of Jember, East Java, Indonesia, for their support and funding. We also want to thank Rusdiyanto, a Ph.D. student from the Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia, for his helpful discussions and contributions.
- Keywords
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JEL Classification (Paper profile tab)C83, L81, M31
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References69
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Tables6
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Figures1
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- Figure 1. Model normality
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- Table 1. Definition of operational variables and their indicators
- Table 2. Multi-collinearity test result
- Table 3. Heteroscedasticity test result
- Table 4. Multiple linear regression summary
- Table A1. Validity and reliability test result
- Table B1. Multiple linear regression result
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Richard Mfundi Ndengane , Roger B. Mason ,
Misheck Mutize
doi: http://dx.doi.org/10.21511/im.17(1).2021.03
Innovative Marketing Volume 17, 2021 Issue #1 pp. 26-39 Views: 2037 Downloads: 2084 TO CITE АНОТАЦІЯIn the retail environment, customers are stimulated by the look and feel of a store and how it is laid out. Certain store elements create an atmosphere that attracts customers to certain outlets as their preferred shopping destination. Therefore, retailers need to ensure the customers’ shopping experience is enjoyable. This study aimed to examine the influence of atmospheric store elements on the factors that influence customers` satisfaction. A quantitative, cross-sectional, descriptive study was conducted in four retail outlets in Cape Town, South Africa, with data collected through a structured questionnaire distributed to the outlets’ customers. A systematic random sample of 388 responses was achieved. The information collected was analyzed using relevant descriptive and inferential statistics. Although small, positive correlations were found between the independent variables (cleanliness, lighting, music, floor adverts, employee efficient service, employee appearance) and the dependent variables (positive image of store, pleasant mood, time spent in store, intention to revisit store). As such, the study highlighted the importance of store atmospherics to the factors that encourage customers` satisfaction. Since little research has been done into store atmospherics in the South African context of grocery stores, this study has contributed new knowledge in this field.
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The role of filial piety in career interest alignment, identity alignment, and affective commitment: Evidence from Indonesia
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doi: http://dx.doi.org/10.21511/ppm.20(1).2022.35
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Acknowledgment
The publication of this study is supported by Indonesia International Institute for Life Sciences (i3L) LPPM fund. -
Financing capital expenditure through municipal bond market in Navi Mumbai Municipal Corporation
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doi: http://dx.doi.org/10.21511/pmf.08(1).2019.02
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