Immanuel, Sandy (2023) PENGARUH COUNTRY OF ORIGIN IMAGE DAN BRAND IMAGE TERHADAP PURCHASE INTENTION BRAND TOYOTA DI JABODETABEK. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMIC AND BUSINESS JAKARTA (A) SANDY IMMANUEL (B) THE INFLUENCE OF COUNTRY OF ORIGIN IMAGE AND BRAND IMAGE ON TOYOTA BRAND PURCHASE INTENTION IN JABODETABEK (C) xiii + 76 pages, 21 tables, 3 pictures, 10 appendixes (D) MARKETING MANAGEMENT (E) ABSTRACT: This research is a quantitative descriptive study where data is taken directly by the researcher directly via online media in the form of a questionnaire link via Google Form which contains a 1-5 Likert scale choice ranging from strongly disagree to strongly agree from the research indicators of the three variables used and available. in chapter 3. The variables used in this research are taken from international reference journals, namely country of origin image research which examines sales of the Huawei smartphone brand in the Pakistani market. The number of respondents used in the research was 150 respondents and were Toyota car enthusiasts and owners who lived in the JABODETABEK area. In my thesis report I modified the research to discuss more about the large multinational automotive brand, namely Toyota, which is the largest automotive manufacturing brand in the world and originates from Japan. Japan itself has a country of origin image and brand image that is well known globally for the strength, quality and durability of its automotive products. This research focuses on the relationship between country of origin image and brand image on consumer purchase intention for the Toyota brand in Jabodetabek. (F) Country of Origin Image, Brand Image and Purchase Intention (G) References: 81 (1970-2023) (H) Sanny Ekawati, S.E., MM. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) SANDY IMMANUEL (B) PENGARUH COUNTRY OF ORIGIN IMAGE DAN BRAND IMAGE TERHADAP PURCHASE INTENTION BRAND TOYOTA DI JABODETABEK (C) xiii + 76 halaman, 21 tabel, 3 gambar, 10 lampiran (D) MANAJEMEN PEMASARAN (E) ABSTRAK: Penelitian ini merupakan penelitian deskriptif kuantitatif dimana data diambil langsung oleh peneliti langsung melalui media daring berupa link kuesioner melalui google form yang didalamnya berisikan pilihan skala likert 1-5 mulai dari sangat tidak setuju hingga sangat setuju dari indikator penelitian ketiga variabel yang digunakan dan ada pada bab 3. Variabel yang digunakan dalam penelitian ini diambil dari jurnal acuan internasional, yaitu penelitian country of origin image yang meneliti terkait penjualan brand smartphone Huawei di pasar Pakistan. Responden yang digunakan pada penelitian berjumlah 150 responden dan merupakan para peminat dan pemilik mobil Toyota yang tinggal di area JABODETABEK. Pada laporan skripsi saya memodifikasi penelitian untuk lebih membahas pada brand otomotif besar multinasional yaitu Toyota yang merupakan brand manufaktur otomotif besar didunia dan berasal dari negara Jepang. Jepang sendiri memiliki country of origin image dan brand image yang terkenal sangat baik secara global akan keuatan, kualitas dan ketahanan produk otomotifnya. Penelitian ini berfokus pada keterkaitan country of origin image dan brand image terhadap purchase intention konsumen pada brand Toyota di Jabodetabek. (F) Citra Negara Asal, Citra Merek dan Minat Beli (G) DAFTAR PUSTAKA: 81 (1970-2023) (H) Sanny Ekawati, S.E., MM.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 02 Sep 2024 03:29 |
| Last Modified: | 02 Sep 2024 03:29 |
| URI: | http://repository.untar.ac.id/id/eprint/44075 |
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