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Self-Congruity & Brand Credibility Impact on MacBook Purchases by isacnewtown5 is a document available to read on EtoBox.

What is Self-Congruity & Brand Credibility Impact on MacBook Purchases about?

This study investigates the impact of self-congruity and brand credibility on purchase decisions for Apple MacBook Pro products in Surabaya, with purchase intention serving as a mediating variable. The research, based on a survey of 150 respondents, found that both brand credibility and self-congruity significantly influence purchase intentions and decisions. The findings aim to provide insights for marketers to enhance consumer purchasing behavior and contribute to existing literature on the topic.

Author

isacnewtown5

Language

EN