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Analisis persepsi konsumen terhadap aspek global suatu merek dan pengaruhnya pada keinginan untuk melakukan pembelian : (studi kasus : Pizza Hut dan pada Ron's Pizza)
The focus of this study is the students of University of Indonesia and the residents of Grand Depok City who are the consumers of Pizza Hut and Papa Ron?s Pizza. Its purposes are to examine the relationships between perceived brand globalness and brand local icon value toward brand purchase intention; to examine influence factors in the relationship (perceived quality, perceived prestige). This study uses Structural Equation Modeling (SEM) using LISREL 8.70. The study concludes there are a positive relationship between perceived brand globalness and brand purchase intention, perceived brand globalness and perceived prestige, and brand local icon value and perceived prestige. Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 6644 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Departemen Manajemen, Fakultas Ekonomi Universitas Indonesia 2009 |
|---|---|
| Edisi | - |
| Subjek | Marketing management Brands Consumer perception Buying Intention |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvi, 215 p. : diagr., il, ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |