The impact of value perceptions on purchase intention towards local and global makeup brand in Indonesia

Valencia, Valencia (2021) The impact of value perceptions on purchase intention towards local and global makeup brand in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to understand how value perception (i.e. the need for exclusivity, need for conformity, hedonic needs, and guilt) affect consumers' purchase intention. The context of global and local makeup brands, notably Maybelline and Make Over, is used in this study. Within the theoretical framework of this research, structural equation modeling is also used to examine the construct linkages. Consumers are more willing to purchase global or local makeup brands if they have trust in the brand's reliability, according to this survey. Finally, our research assists beauty businesses both globally and locally in being more involved, aware of their competitors, and aware of the gap that exists.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Valencia, ValenciaNIM01011180199valenciacia19@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHariandja, Evo SampetuaNIDN0324056501evo.hariandja@uph.edu
Uncontrolled Keywords: Value perception; Need for exclusivity; Need for conformity; Hedonic needs; Guilt; Purchase intention; Global makeup brand; Local makeup brand; Indonesia
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 14671 not found.
Date Deposited: 05 Jan 2022 15:15
Last Modified: 28 Mar 2022 01:53
URI: http://repository.uph.edu/id/eprint/43903

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