Melianawati, Josephine (2019) THE EFFECT OF AWARENESS, PERCEIVED QUALITY, BRAND ASSOCIATIONS, LOYALTY AND BRAND EQUITY TOWARDS PURCHASE INTENTION AND WILLINGNESS TO PAY PREMIUM PRICE (STUDY OF STARBUCKS AND EXCELSO). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
The main purpose of this research is to know about the effects of brand awareness, perceived quality, brand associations, brand loyalty, brand equity toward Indonesian consumers’ purchase intention and willingness to pay premium price on global brand (Starbucks) and local brand (Excelso). Brand awareness, perceived quality, brand associations, brand loyalty, brand equity have become the factors that influence the customers purchase intention and willingness to pay premium price. This research uses online questionnaire to collect the data, which is distributed to 210 respondents and divided into two categories. Simple linear regression analysis, multiple regression analysis, and one way ANOVA are used to analyze the data. The result show that for local brand, brand awareness, perceived quality, brand associations, brand loyalty are positively influence on brand equity. Brand equity is positively influence both on purchase intention and willingness to pay premium price. While for global brand, brand associations is not significant. The result of this research can helps the cafe of coffee shop in Indonesia to improve their brand equity to increase the purchase intention and willingess to pay premium price, whether for global brand or local brand.
| Item Type: | Thesis (S1) |
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| Uncontrolled Keywords: | brand equity, purchase intention, willingness to pay premium price |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor UAJY |
| Date Deposited: | 15 Nov 2021 13:55 |
| Last Modified: | 15 Nov 2021 14:08 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/25315 |
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