Brand Image: Its Influence on Youku Application Purchase Decisions

Bagas Rino Anggoro (), Heny Hendrayati, Chairul Furqon and Ratih Hurriyati
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Bagas Rino Anggoro: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia
Chairul Furqon: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 736-742 from Springer

Abstract: Abstract The relatively small user base of the YOUKU application in comparison to other apps can be attributed to individual perceptions of the product, which influence potential consumers’ choices when making purchase decisions. This research aims to investigate the impact of brand image on purchasing choices within the context of a video streaming application, specifically YOUKU. The study targets UPI students in the Management Study Program who are familiar with the YOUKU app, with a sample of 52 individuals selected using the saturated sample method. Data analysis encompasses both descriptive and inferential approaches, facilitated by the Partial Least Square 4 (PLS 4) analysis tool. The findings revealed that all indicators related to brand image significantly influenced purchasing decisions. This study’s significance lies in its capacity to offer valuable insights to YOUKU management and the digital entertainment industry, emphasizing the importance of cultivating a strong brand image to enhance user purchasing decisions.

Keywords: Brand Image; Purchase Decision; YOUKU App (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_97

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