Analysis of The Influence of Global Branding on Purchase Intention Through Per-ceived Product Quality (Study on The Executive Men's Clothing Products)

Authors

  • Siti Fatimah STIE Indonesia Banking School
  • Wasi Bagasworo STIE Indonesia Banking School

DOI:

https://doi.org/10.35384/jime.v13i2.283

Keywords:

global branding, perceived product quality, purchase intention

Abstract

Rapid global competition, ease of entry and exit of products from abroad to Indonesia, can be a threat to Indonesia. One of the strategies that company can do to compete with foreign products is by global brand-ing strategy. One of the Indonesian products that using this strategy is The Executive. The purpose of this research is to know the consumer's buying interest to the men’s product of The Executive through variable perceived product quality. This research is quantitative descriptive research. This research used survey method and questionnaire for data retrieval. The sample of this study are the prospective buyers of men’s product of The Executive who know the product but has never bought the product. Respondents were se-lected based on purposive sampling technique with 112 respondents and using Structural Equation Model-ing (SEM) as data analysis technique. Result of this research revealed that: 1. Global branding does not related to purchase intention 2. Global branding is positively related with perceived product quality 3. Per-ceived product quality is positively related with purchase intention.

Downloads

Download data is not yet available.

References

Aaker, A. D. (1991). Managing Brand Equity. New York: The Free Press.

Ajzen, I. (2005) Attitudes, Personality and Behav-iour. New York. Open University Press.

Armstrong, J. S., and Morwitz, V. G. (2000). Sales Forecasts for Existing Consumer Products and Services : Do Purchase Intentions Con-tribute to Accuracy? Vol. 16 No. 3, pp 383–397.

Batra, R and Alden, D (2003). How Perceived Brand Globalness Creates Brand Value. Jour-nal of International Business Studies. Vol. 34, pp 53 - 65.

Bian, Q and Forsythe, S (2012) Purchase Intention for Luxury Brands; A Cross Cultural Com-parison. Journal of Business Research. Vol.

, pp 1443 - 14451.

Chan, A. K. K. (1990). Localization in Internation-al Branding Localization in International Branding. International Journal of Marketing. Vol. 9 pp 81 - 91

Chang, H. H., and Chen, S. W. (2008). The Impact Of Online Store Environment Cues On Pur-chase Intention Trust And Perceived Risk As A Mediator. Emerald Insight. Vol. 31, No. 6, pp 818 - 841.

Chao, P., and Chao, P. (1998). Impact of Country-of-Origin Dimensions on Product Quality and Design Quality Perceptions. Journal of Busi-ness Research. Vol. 42, pp 1 - 6

Chi, H. K., Yeh, H. R., and Yang, Y. T. (2009). The Impact Of Brand Awareness On Con-sumer Purchase Intention: The Mediating Ef-fect Of Perceived Quality And Brand Loyal-ty. The Journal of International Management Studies, 4(1), 135–144.

Dodds, W. B., Monroe, K. B., dan Grewal, D. (1991). Effects of Price, Brand, and Store In-formation on Buyers’ Product Evaluation. Journal of Marketing Research. Vol 27, 107.

Domzal, T., Hunt, J and Kernan, J. (1995) Ach-tung! The Information Processing of Foreign Words in Advertising. International Journal of Marketing. Vol. 14, pp. 95 - 114

Elassy, Noha. (2015). The Concept of Quality, Quality Assurance and Quality Enhance-ment.Emerald Group Publishing Limited. Vol. 23, No. 3, pp. 250 - 261.

Glendinning, R. (2007). The Concept of Value for Money. International Journal of Public Sector Management. Vo. 1, pp. 42 - 50.

Hair, J.F., et al. (2014). Multivariate Data Analysis, Seventh Edition. Pearson: USA

Harjati, L., and Sabu, O. (2014). Pengaruh Persepsi Kualitas Produk Terhadap Keputusan Pem-belian The Body Shop, Vol. 1, No. 1, 25 - 30.

Hendriks, B., Meurs, F. Van, and Meij, E. Van Der. (2015). Does a Foreign Accent Sell? The Ef-fect of Foreign Accents in Radio Commer-cials for Congruent and Non-Congruent Prod-ucts, De Gruyter Mouton 34(1), 119–130.

Hooper, D., Coughlan, J and Mullen, M. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Jour-nal of Business Research Models. Vol. 6(1), 53 - 60.

Keller, K. L. (2008). Strategic Brand Management. England: Pearson International Limited.

Kinra, N. (2006). The Effect Of Country-Of-Origin On Foreign Brand Names In The Indian Mar-ket, Emerald Group Publishing Limited, 24(1), 15–30.

Krisno, D., Samuel, H. (2013). Pengaruh Perceived Quality, Perceived Sacrifice dan Perceived Value terhadap Customer Satisfaction di In-forma Innovative Furnishing Pakuwon City Surabaya. Jurnal Manajemen Pemasaran Pet-ra., 1(1), 1–12.

Kumar, A., Lee, H., and Kim, Y. (2009). Indian Consumers’ Purchase Intention Toward A United States Versus Local Brand. Journal of Business Research, 62(5), 521–527.

Leclerc, F., Schmitt, B. H., and Dube, L. (1994). Foreign Branding Perceptions and. Journal of Marketing Research, 31(2), 263–270.

Li, Z. G., Murray, L. W. (2002). Naming Products in China : Local or Foreign Branding, Jurnal of Asia-Pacific Business, 3(3) 53 - 71.

Malhotra, N. K. (2009). Riset Pemasaran: Pendeka-tan Terapan, Edisi 4 Jilid 1. Jakarta: PT In-deks Kelompok Gramedia.

Melnyk, V., Klein, K., and Völckner, F. (2012). The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Coun-tries, American marketing Association, 76(November), 21–37.

Olimpia, C. (1999). Foreign-Branding, Product Evaluations, and Brand Image : An Experi-ment On Brand Pronunciation In Thailand. Journal of International Business and Eco-nomic, 12(5)

Oxtafiani, N and Sri Y. W (2017). Economics & Business Solutions Journal Volume 1, Num-ber 1, 2017, 35-44

Öztürk, S., Özata, F. Z., and Ağlargöz, F. (2015). How Foreign Branding Affect Brand Person-ality And Purchase Intention?, Business dan Management Conference (June), 283–300.

Pecotich, A., and Ward, S. (2007). Global Brand-ing, Country Of Origin And Expertise An Experimental Evaluation, International Mar-keting Review, 24(3), 271–296.

Salim, F., dan Dharmayanti, D. (2014) Pengaruh Brand Image dan Perceived Quality Terhadap Kepuasan dan Loyalitas Pelanggan mocil Toyota di Surabaya. Jurnal Manajemen Pemasaran. Vol. 2 (1) pp. 1 - 8

Sianturi, E. I. (2013). Analisis Pengaruh Country of Origin dan Foreign Branding Terhadap Per-sepsi Kualitas dan Sikap Konsumen pada Produk Kosmetika Pemutih, 6(4).

Soto, S. O., Mobarec, E. M., and Friedmann, R. (2010). Foreign Branding : Examining the Relationship between Language and Interna-tional Brand Evaluations, 19(35), 9–18.

Steenkamp, J., Batra, R., and Alden, D. (2002). How Perceived Brand Globalness Creates Brand Value. Journal of International Busi-ness Studies. Vol. 34, pp 53 - 65

Tarmedi, E., dan Asri, P. (2009) Pengaruh Per-ceived Quality dari Brand Equity Terhadap Keputusan Pembelian Deterjen Bukrim. Jurnal Pendidikan Manajemen Bisnis. Vol. 8 (15), pp. 36 - 49.

Thakor, M. V, and Lavack, A. M. (2003). Effect of Perceived Brand Origin Associations on Consumer Perceptions of Quality, 12, 394–407.

Tsiotsou, R. (2006). The Role Of Perceived Prod-uct Quality And Overall Satisfaction On Pur-chase Intentions, (March), 207–217.

Villar, M. E., Ai, D., and Segev, S. (2011). Chinese And American Perceptions Of Foreign-Name Brands. Journal of Product dan Brand Man-agement, 21(5), 341 - 349.

Wang, X., Yang, Z. (2008). Does Country-of-Origin Matter in The Relationship Between Brand Personality and Purchase Intention in Emerging Economies?. Emerald Group Pub-lishing Limited. Vol. 25, No. 4, pp. 458 - 474.

Winit, W., Gregory, G., Cleveland, M., and Ver-legh, P., Global vs Local Brands: How Home Country Bias and Price Differences Impact Brand Evaluations. (2014). Emerald Group Publishing Limited. Vol. 31(2) pp. 102 - 128.

Zeithaml, V. A. (2014). of Consumer Perceptions A Means-End Value : Quality, and Model Synthesis of Evidence, Journal of Marketing

Downloads

Published

2021-06-23
Abstract Views: 157 | File Downloads: 250