Image of Analisis persepsi konsumen terhadap aspek global suatu merek dan pengaruhnya pada keinginan untuk melakukan pembelian : (studi kasus : Pizza Hut dan pada Ron's Pizza)

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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 NumberLocationAvailable
6644PSB lt.2 - Karya Akhir1
Penerbit Depok Departemen Manajemen, Fakultas Ekonomi Universitas Indonesia.,
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