Relation between Knowledge, Brand, and Intention with Purchase Decision of Beauty Clinic Franchise “Puspo Aesthetic Clinic”
Franchise, especially in the beauty sector, is one of the business opportunities that can be done, but not many parties understand this business model so much so that marketing of the Puspo Aesthetic Clinic (PAC) care and beauty franchise has gone not as planned. The purpose of this study was to measure the extent to which knowledge, brand, and interest influence PAC franchise purchasing decisions. Data was collected using a questionnaire using a 5-point Likert scale on business actors in Banyumas Regency, Central Java Province, and prospective franchisees who came to participate in the International Franchise (IFRA) exhibition in 2019 at the Jakarta Convention Center (JCC). Structural Equation Modeling with Partial Least Square (PLS) was used to test the causal relationship between constructs. The results of the study prove that the knowledge of prospective franchisees about products and brands has a positive effect on buying interest which will encourage the purchase of PAC franchises. The managerial implication of this research is that the franchisor knows the factors that influence the purchasing decision of the PAC franchise (knowledge, brand, and interest). Based on these findings, this research provides awareness for the development of further franchise marketing research and also plans an effective and efficient marketing strategy in marketing the PAC beauty clinic franchise.
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