THE EFFECT OF PERCEIVED VALUE AND CONSUMER INNOVATIVENESS ON PURCHASE DECISIONS MEDIATED BY BRAND IMAGE AT ERHA BEAUTY CLINIC JAMBI

Zulwarni, Putri and Octavia, Ade and Dahmiri, Dahmiri (2022) THE EFFECT OF PERCEIVED VALUE AND CONSUMER INNOVATIVENESS ON PURCHASE DECISIONS MEDIATED BY BRAND IMAGE AT ERHA BEAUTY CLINIC JAMBI. Journal of Business Studies and Management Review (JBSMR), 5 (2). pp. 288-293. ISSN P-ISSN: 2597-369X E-ISSN: 2597-6265

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Abstract

This resea aims to analyze the effect of perceived value, consumer innovativeness on purchase decisions with Brand Image as a mediating variable. This research is a type of field research with a quantitative approach in the form of associative. The samples are 135 respondents, namely customers who visit Erha Beauty Clinic Jambi. The data used are primary data and secondary data. The analysis uses PLS model by assessing the outer model and inner model. The results conclude that perceived value and consumer innovativeness affect purchase decisions, brand image mediates the relationship between perceived value and purchase decisions, and brand image also mediates the relationship between consumer innovativeness and purchasedecisions.

Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Dahmiri
Date Deposited: 28 Jul 2022 07:15
Last Modified: 28 Jul 2022 07:15
URI: https://repository.unja.ac.id/id/eprint/36019

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