ANALISIS PENGARUH FOREIGN BRANDING TERHADAP PERCEIVED PRODUCT ADVANTAGE DAN BRAND PERSONALITY TERHADAP BRAND IMAGE SERTA IMPLIKASINYA TERHADAP MINAT MEMBELI PRODUK LEA JEANS (Studi Kasus Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Diponegoro dengan Kategori Usia Remaja)

SITI, Purnama Sari and FERDINAND, Augusty Tae (2014) ANALISIS PENGARUH FOREIGN BRANDING TERHADAP PERCEIVED PRODUCT ADVANTAGE DAN BRAND PERSONALITY TERHADAP BRAND IMAGE SERTA IMPLIKASINYA TERHADAP MINAT MEMBELI PRODUK LEA JEANS (Studi Kasus Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Diponegoro dengan Kategori Usia Remaja). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

The research was intended to illustrate customers’ low purchase intention to buy Lea Jeans products compared to other products in the same product category by testing the influence of foreign branding and brand personality to increase the intention to buy the products of Lea Jeans where perceived product advantage and brand image were used as the intervening variables. The case study of the research was the Faculty of Economics and Business with 105 respondents as sampled, who are categorized as adolescent college students. Using Structural Equation Model (SEM) analyzing technique operated through AMOS 16.0 software, to increase the customer purchase intention to buy Lea Jeans Products, the variables analyzed in the first flow have shown that foreign branding has a significant influence on perceived product advantages and perceived product advantage also has a noticeable effect on the purchase intention; while in the second flow, the results has shown that brand personality has a significant influence on brand image, but brand image has no significant effect to the intention to buy the products of Lea Jeans

Item Type:Thesis (Undergraduate)
Additional Information:foreign branding, brand personality, perceived product advantage, brand image, and purchase intention
Uncontrolled Keywords:foreign branding, brand personality, perceived product advantage, brand image, and purchase intention
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:44641
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:03 Dec 2014 15:17
Last Modified:03 Dec 2014 15:17

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