Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Update
admin, Nopiati B12112003
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Effect of Perceived Brand Foreignness on Perceived Quality and Purchase Intention of “Make Over” Cosmetic admin, Nopiati B12112003
Jurnal Manajemen Update Vol 5, No 4 (2016): Jurnal Mahasiswa Manajemen
Publisher : Jurnal Manajemen Update

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The used of Perceived Brand Foreigness strategyas  a  product  naming  strategy is  very  popular.  Perceived Brand Foreignness (PBF) refers to a consumer’s perception that a brand is come from overseas or non-local origin (Batra  et.  all  2000;  Ling  2008).  In Indonesia, this strategy has been a trend since some decades ago. As the implications, there are a lot of products on the market using foreign brand names, despite the fact that these products are local products that made in Indonesia. Kapferer (1997) suggests that consumers may prefer foreign brands because of the higher prestige that offered by the brand. The purpose of this study is to measure the effect of Perceived Brand Foreignness, Perceived Quality and Purchase Intention. The object that used in this research is “Make Over” cosmetic. To reached the purpose of this reaseach the data was collected  through 100 questionnaires and using SmartPLS statistical software to test the hypothesis, the result shows that the effect of Perceived Brand Foreignness on Purchase Intention of “Make Over” cosmetic is fully mediated by Perceived Quality. Keywords: Perceived Brand Foreignness, Perceived Quality, Purchase intention
Co-Authors