e-ISSN 2231-8534
ISSN 0128-7702

Home / Special Issue / JSSH Vol. 24 (S) Jul. 2016 / JSSH-S0175-2016


How Popular Culture Affects Brand Identity and Perceived Quality in Consumer Decision Making

Herman, R. T., Widiasari, J., Lasmy and Hartono, H.

Pertanika Journal of Social Science and Humanities, Volume 24, Issue S, July 2016

Keywords: Product Perceived Quality, Brand Identity, Popular Culture, Korean Wave, Purchase Decision

Published on: 25 Nov 2016

The purpose of this study is to determine whether Perceived Quality, Brand Identity and Korean Popular Culture influence decisions on product purchases. This research used path analysis to determine the relationship among these variables. Statistical analysis shows that Product Perceived Quality has 0.741 direct contributions to Purchase Decision while Brand Identity has 0.792 direct contributions to Purchase Decision. Based on the value of R Square 0.670 Product Perceived Quality together with Brand Identity has 0.670 (67.0%) influence on Purchase Decision. Based on the results of this research, customer assessment of Product Perceived Quality, Brand Identity, Popular Culture and Purchase Decision is good. .

ISSN 0128-7702

e-ISSN 2231-8534

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