The Impact of Product Quality, Promotion and Brand Image on Brand Loyalty and Impulse Buying Consumer Oriflame in Jember
Journal Title: International Journal of Business and Management Invention - Year 2017, Vol 6, Issue 12
Abstract
Company of Oriflame specially consultant representing tip of lance at marketing, so require to apply theory of brand loyalty and impulse buying to improve the amount of sale. Therefore, require to check how influence of quality of product, brand image and promotion to brand loyalty and impulse buying at product consumer of Oriflame. This research conducted at 61 respondend product consumer of Oriflame in Jember and variable is the quality of product, promotion, Brand Image, brand loyalty and impulse buying . Data Research analysed by Partial Least Square (PLS).The result of this research is the statement that quality of product don’t have an effect to brand loyalty, promotion have an effect to brand loyalty, brand image have an effect to brand loyalty, brand loyalty don’t have an effect impulse buying, quality of product don’t have an effect to impulse buying, promotion have an effect to impulse buying impulse and brand image have an effect to impulse buying. While most having an effect on variable to brand loyalty is brand image and most having an effect to impulse buying is promotion.
Authors and Affiliations
Hotimah Siti Husnul1 ,, Irawan Bambang2 ,, Sularso R. Andi3
Keywords
Related Articles
- EP ID EP409513
- DOI -
- Views 162
- Downloads 0
CHALLENGES AND OBSTACLES FACED BY MICRO, SMALL AND MEDIUM SIZED ENTREPRISES (MSMEs) IN INDIA
The purpose of this paper is to study various challenges faced by Micro, Small and Medium sized enterprises (MSMEs) in India. As far as Indian economy is concern, the MSME sector plays a very significant role in employme...
A Research of Social Networks Application on Parent-Teacher Communication
The purpose of this study was to investigate the behavioral intentions of teachers in Kaohsiung using the instant messaging software LINE to conduct parent-teacher communication, and to use the technology acceptance mode...
Reserve bank of India’s net foreign exchange assets and their impact on reserve money in the country
When reserve bank of India buys foreign currency, there is an increase in it’s net foreign exchange assets and which in turn results in to an increase in the volume of reserve money. This study focuses on the net foreign...
The Third Level of Relevance in Management Education: A Society-oriented Approach to Designing Management Programs
This paper looks at the impact of national factors on management education. It examines the significance of the societal factors on the content of management education in a country. In this research, we build on a decade...
A Study on the Socio-Economic Charateristics of Contract Farmers Associated With Suguna Broilers in Coimbatore District
India with over 60% of its living in villages has not found out alternate livelihood for its rural poor, where farmers live in abject poverty due to frequent failure of monsoon, resulting in crop loss and financial loss....