THE IMPACT OF BRAND EQUITY, COUNTRY OF ORIGIN, AND AD CREATIVITY ON CONSUMERS ONLINE PURCHASE INTENTIONS ON LOCAL FASHION BRANDS IN SURABAYA, INDONESIA / SRI DWI APRILLIANTY.
Material type:
TextPublication details: Kuala Lumpur : Asia Pacific University, 2020Description: 128 pages : illustrations ; 30 cmSubject(s): Brand name products -- Indonesia | Branding (Marketing) | Creativity in advertising | Consumer behaviorLOC classification: PG-23-0185Online resources: Available in APres - Requires login to view full text. Dissertation note: A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology and Innovation for the degree of B.A (Hons) in Business Management with specialism in E-Business (UC3F1911BM(EB)). Summary: The purpose of the research as to investigate the impact of brand equity, country of origin, and ad creativity on consumers’ online purchase intentions on local fashion brands in Surabaya, Indonesia. The independent variables in this research are Brand Equity, Country of Origin, Ad Creativity and the dependent variable is Purchase Intention. The sampling technique used is the Google form online. Data collection using a questionnaire with a total sample of 400 respondents who are people who are in Surabaya, Indonesia. Data analysis was processed using SPSS. The results of this research indicate: simultaneously brand equity, country of origin, and ad creativity have a significant influence on purchasing decisions. The findings of this research are limited by the area and location and also the number of respondents. Based on the results of this research it is recommended that local fashion brand owners in Surabaya are able to improve their performance based on selected variables to be more competitive.
| Item type | Current library | Collection | Call number | Copy number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|---|
Reference
|
APU Library Reference Collection | Undergraduate Theses | PG-23-0185 (Browse shelf (Opens below)) | 1 | Not for loan (Restricted access) | Available in APres | 00018763 |
Browsing APU Library shelves, Shelving location: Reference Collection, Collection: Undergraduate Theses Close shelf browser (Hides shelf browser)
A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology and Innovation for the degree of B.A (Hons) in Business Management with specialism in E-Business (UC3F1911BM(EB)).
The purpose of the research as to investigate the impact of brand equity, country of origin, and ad creativity on consumers’ online purchase intentions on local fashion brands in Surabaya, Indonesia. The independent variables in this research are Brand Equity, Country of Origin, Ad Creativity and the dependent variable is Purchase Intention. The sampling technique used is the Google form online. Data collection using a questionnaire with a total sample of 400 respondents who are people who are in Surabaya, Indonesia. Data analysis was processed using SPSS. The results of this research indicate: simultaneously brand equity, country of origin, and ad creativity have a significant influence on purchasing decisions. The findings of this research are limited by the area and location and also the number of respondents. Based on the results of this research it is recommended that local fashion brand owners in Surabaya are able to improve their performance based on selected variables to be more competitive.
There are no comments on this title.