THE INFLUENCE OF FOREIGN BRANDING AND LOCAL BRANDING ON CUSTOMER VALUE AND ITS IMPLICATIONS FOR REGIONAL IMAGE AND PURCHASE INTENTION

Title: THE INFLUENCE OF FOREIGN BRANDING AND LOCAL BRANDING ON CUSTOMER VALUE AND ITS IMPLICATIONS FOR REGIONAL IMAGE AND PURCHASE INTENTION

Author: CHIKITA YANUARI KRISTI

Item Type : Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

This research was conducted to examine the influence of foreign branding and local branding on customer value and its implications for regional image and purchase intention. The sample used was 223 respondents consisting of domestic tourists and foreign tourists. The research method used was the Independent t-test and Simple Linear Regression Analysis. The customer value variable, regional image is placed as the independent variable, and purchase intention as the dependent variable. The results of this research are that there are differences in purchase intention and customer value in local branding and foreign branding for foreign tourists and domestic tourists, there is an influence of customer value and regional image on purchase intention, and there is an influence of customer value on regional image.

Keywords: foreign branding, local branding, perceived value, regional image, purchase intention

Sources: http://repository.unair.ac.id/80423/