The Influence of Brand Dimensions on the Purchasing Decisions of Consumers of Hamzah Batik Shop in Yogyakarta


This study aimed to determine the effect of brand dimensions, namely brand loyalty, brand quality, historical brand and marketing communication on the purchasing decisions of consumers of Hamzah Batik Stores in Yogyakarta. This sample included consumers at the Hamzah Batik Shop in Yogyakarta. Sampling used random techniques. A questionnaire was used to collect primary data with 100 respondents. The results showed that brand loyalty, brand quality, historical brand and marketing communication simultaneously had a significant influence on purchasing decisions. Separately, brand loyalty had a significant negative effect on purchasing decisions and historical brand did not. Thus the company should pay attention to customer loyalty. This can be done by always paying attention to the needs and desires of customers. Managerial implications, research limitations and future resarch are also discussed in this study.

Keywords: brand loyalty, brand quality, brand historical, marketing communication, purchasing decision

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