The Effect of Brand Image on Consumptive Behavior of Adolescent Girls in Palembang

摘要

This study aims to empirically examine and analyze the effect of brand image on the consumptive behavior of adolescent girls in Palembang. The study population was young women aged 10 to 24 who made purchases at malls located in Palembang. The sample studied as research respondents was 100 people with the questionnaire distribution technique used was accidental sampling. The analysis technique used to estimate the research model is Ordinary Least Square (OLS). The estimation results show that the brand image variable has a positive and significant effect on the consumptive behavior of adolescent girls in Palembang.