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The Effect of Brand Image on Online Perceived Quality, Online Brand Personality and Purchase Intention

The purpose of this study is to determine the influence of brand image, online perception of credibility and online perception of buying interest in the market of smartphone products with a case study in the Semarang City, Indonesia. It is a quantitative research by using a survey with 200 questionnaires. The results are valid and reliable against the interest in buying smartphone products. Furthermore, the brand image is positively related but not significant to the interest of buying smartphone products. Online brand personality and online perceived quality are positively and significantly related to the interest of buying.



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Keywords: Brand image, online perceived quality, online brand personality, purchase intention.

ISSN: 2241-4754

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