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Analisis Pengaruh Brand Image dan Brand Origin terhadap Intensi Pembelian Produk Batik

Kussudyarsana Kussudyarsana · Zulfa Irawati

6 citations0/0 files storedJurnal Manajemen Dayasaing

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

This study aims to analyze the brand image, brand origin and purchase intension. The model in this study refers to the theory of country of origin, which in essence a consumer will connect the perception of a product or brand based on the origin of manufacture. Sampling method used is Random sampling, with the number of respondents a number of 140 respondents. Methods of data collection, by survey and observation. The analytical tool used is multiple linear regression used to analyze the relationship between the origin of the brand, brand image, the impression of quality and purchase intention. This study confirms the influence of local origin and the impression of quality on purchasing intentions. This study also confirmed the influence of regional origin with the impression of quality. Survey results show that Solo Batik excels in brand reputation, favorite motifs and color preferences compared to other types of batik in Java.

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1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2000Marketing management: analysis. planning. implementation and control 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2001Developing and validating a multidimensional consumer-based brand equity scale 2002How perceived brand globalness creates brand value 2003Corporate brands: what are they? What of them?2005The role of perceived product quality and overall satisfaction on purchase intentions 2006Consumer‐based brand equity and country‐of‐origin relationships

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