Influence of Brand Image: Analysis of Purchase Decision and Author Loyalty (Study on Dinasti International Journal of Management Science)

Abstract

This study discusses the Influence of Brand Image: Analysis of Purchasing Decisions and Author Loyalty (Study on Dinasti International Journal of Management Science). The method of writing this article is the Path Analysis method, which is based on the results of the data analysis obtained. The population in this study was 300 respondents, with a total sample of 90 respondents. The sampling technique is using Accidental Sampling. The tests carried out in this study were: the T-test, F-test and Coefficient of Determination test. The results of this study are 1) Purchasing decisions are partially and significantly influenced by brand image; 2) Author Loyalty is partially influenced and significant to Brand Image; 3) Purchase Decision and Author Loyalty are influenced and significant by Brand Image simultaneously.