Brand Equity, Cultural Transformation and Changes in Shopping Behavior of Working Women in Bali

Karta, Ni Luh Putu Agustini (2023) Brand Equity, Cultural Transformation and Changes in Shopping Behavior of Working Women in Bali. International JBHOST (Journal of Business on Hospitality and Tourism), 9 (1). pp. 81-87. ISSN 2527-9092

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Abstract

Brand equity is an important topic of discussion among working women as a
form of self-existence. The purpose of this study was to analyze brand equity and
cultural transformation influencing changes in shopping behavior of working
women in Bali. A survey was conducted of 150 female workers in Bali regarding
the context of understanding brand equity and their involvement in various
cultural and religious activities in Bali. The findings of this study are: brand
equity affects the consumptive behavior of working women in Bali. Cultural
transformation in Bali influences the consumptive behavior of working women
in Bali in complex ways. Brand perception as the only factor to be considered in
shopping, or in cultural and religious activities in Bali; tends to give rise to new
patterns of hedonistic behavior, which are not only among the class, but also
among ordinary people. Overall, this study shows that brand equity and cultural
transformation can influence the consumptive behavior of working women in
Bali. This study can also be a reference for related parties to increase brand equity and cultural
transformation influencing changes in shopping behavior of working women in Bali

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Dr. Agustini Karta
Date Deposited:	15 Jan 2024 02:07
Last Modified:	15 Jan 2024 02:07
URI:	http://eprints.triatmamulya.ac.id/id/eprint/2086

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