Influence of the Use of Brands in a Foreign Language (English) on the Purchase Decision Process of Cosmetic Products Made in Indonesia
Indira Rachmawati, Perdani

Informasi Umum

Kode

24.55.026

Klasifikasi

658.827 - Use of brands and trademarks, Business names, Producer and distributor brands

Jenis

e - Article Journal

Subjek

Brand Image

No. Rak

22

Dilihat

12 kali

Informasi Lainnya

Abstraksi

Business competition in the marketing world today is getting tougher. It takes the right strategy to be able to attract the attention and interest of consumers. One strategy applied by businesses is to use a foreign language, especially English, in their branding because brand names in the Indonesian language are perceived to be less credible. The purpose of this study was to analyse the influence of brands in English on the purchase-decision process of consumers of cosmetic products made in Indonesia. This was a causal research study using the quantitative approach and it involved 400 respondents in Bandung chosen by convenience sampling. The research model was made of two variables, which were brands in a foreign language (i.e. the attributes of benefits, values, culture, personality and user) and the purchase-decision process. The data collected were processed using path analysis techniques. The results showed that use of the brand in English influenced the purchase-decision process of buying cosmetic products made in Indonesia and only the attributes of benefits, culture, personality and user partially gave influence to the purchase-decision process of consumers of cosmetic products made in Indonesia.

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Indira Rachmawati, Perdani
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Pertanika
Kota	Bogor
Tahun	2020

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

Download / Flippingbook