Influence of Brand Image on The Purchase of Shampoo Products
Study on A Herbal Shampoo Product in Bandung City
DOI:
https://doi.org/10.55208/aj.v3i1.61Keywords:
Brand Image, PurchaseAbstract
This research was conducted with the aim of knowing and analyzing The Effect of Brand Image on The Purchase of Shampoo Products in one of the herbal shampoo products in The City of Bandung. The object of research was consumers of herbal shampoo products as many as 100 respondents, using descriptive analysis and verification analysis methods.
Based on research using path analysis, the brand image variable on the purchase of shampoo products in one of the herbal shampoo products in Bandung is significant. The implications of the research results show that a good brand image can increase the purchase of shampoo products. Therefore, the conclusions and suggestions consider in connection with the research results are paying attention to Brand Image to increase the purchase of shampoo products.
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