The Role of Advertisement, Country of Origin, on Brand Imageand it’s Impact, Toward Customer Purchase Decision of Hondabeat Series in Purwokerto

PAMUNGKAS, Mega Lintang (2019) The Role of Advertisement, Country of Origin, on Brand Imageand it’s Impact, Toward Customer Purchase Decision of Hondabeat Series in Purwokerto. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Customers purchasing decisions are an important factor in determining the existence of acompany and can be a parameter of the role of the company in business competition. Acompany can run if the consumer's stimulus in deciding the purchase of a product from amarket gets a positive response from the market, this decision making process and physicalactivity individuals engage in when customers evaluating, acquiring, using or disposing ofgoods and services with they expect to fulfill their requirements. Meanwhile, the differences condition of market make the competition more competitive in term of several factors such aspromotion, selling the product, product design, and many more. In the globalization era, it isdifficult for people to do activities without using a vehicle, there are several examples thatcause it to happen such as long travel distances or congestion that appears every day, thealternative sought by the public is by using a vehicle. Company spend a lot of effort to buildbrand image as good as possible in customers mind, because brand image has an importantrole in the business. There are several instruments that can influence brand image such ashow the advertisement that company build and deliver toward customers and the perceptionof customers toward the product in term of price, quality, based on the origin of the productor we called as country of origin. This study examined the influence of advertisement,country of origin on brand image and it is impact toward customer purchase decision of Honda beat series in Purwokerto. The result of this study indicates that advertisement and Country of Origin has no effect on purchase decision because there is no significant effecttoward purchase decision. Meanwhile, advertisement on purchase decision mediating bybrand image, country of origin on purchase decision mediating by brand image, and brandimage on purchase decision variable have a significant effect.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C19034
Uncontrolled Keywords: Advertisement, Country of Origin, Brand Image, Purchase Decision
Subjects: D > D63 Decision making
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mr Supriyana Supriyana
Date Deposited: 15 May 2019 01:47
Last Modified: 30 Oct 2019 04:26
URI: http://repository.unsoed.ac.id/id/eprint/1222

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