Brand Image Analysis towards Balai Pustaka Product Buying Decision

Brand Image Analysis towards Balai Pustaka Product Buying Decision

• By Rachmah, Siti Mabrur;
• S1 - Manajemen
• 366
• 66-70

PT  Balai Pustaka (Persero)  was founded on  September  22  1917,  continuing  the  Commissie  voor  de Inlandsche  School  en  Volkslectuur  (People’s  Reading  Commission) that was founded earlier on September 14 1908. In their first year, Balai Pustaka had published 31 books  in  Malay  language,  101  in  Java  with  Latin  and Arabic  letters,  67  in  Sundanese,  22  in  Madurese,  4  in Bataknese,  1  in  Acehnese,  1  in  Bugis,  and  1  in Makassarese.  The  themes  began  from  health, agriculture, technical, art, and skills. This research aims to test and analyze brand image influence towards Balai Pustaka  product  buying  decision.  Author  uses quantitative method and survey as the research design. Research data uses google questionnaire (Google Docs) to  170  respondents,  with  non - probability  sampling technique.  Analysis  method  of  this  research  is Structural Equation Modelling (SEM). The result shows that  brand  image  variable  positively  affects  buying decision.  Suggestion  for  next  research  is  developing questionnaire to deepen and extend the identification of every  dimension  so  that  issue  solving  can  be  right  on target,  to  examine  other  variable or  factor  that  affects buying decision.

• Katakunci Brand Image, Buying Decision.
• URL http://www.ijisrt.com
• Penerbit ,

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