Stevanie, Stevanie
(2018)
Analysis roles of culture and brand equity towards international brand purchase intention in Jakarta and Tangerang: case study of Starbucks and Excelso.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The purposes of the research are to explore the roles Indonesian culture and brand equity categories such as brand awareness, brand association, perceived quality, and brand loyalty towards international brand purchase intention in Indonesia especially Jakarta and Tangerang coffee shops industry. In this research Starbucks are using as international brand of coffee shops and Excelso are using as local brand of coffee shops in Indonesia. These aim to compare customers' preferences between local and international brands. The research is using qualitative case study analysis data. The primary data is collected from depth in interview and observation methods and the secondary data is based only analyzing the data and theory that are related to the issue to strengthen the primary data. The interviewee samples are collected from coffee shops customers living in Tangerang and Jakarta which consist of 6 peoples and divided into two categories based on market segmentation ages. The data analysis is in the form of quotations of interviewees, statements based on researcher propositions and interviewees answers and conclusion in every aspect of factor based on the quotations, theory, and researcher perception according the issues.
The limitations of this research are the researcher only focuses analyzing in one side of view which is from customers view to implicate brand in the coffee shops industry, and the categories of interviewee are only based on target segmentation. The results of the research are gengsi culture of Jakarta and Tangerang customer could play important roles in purchase intention in order to get more recognition and confidences in their society, International brand awareness, brand association, perceived quality, and brand loyalty is higher than local brand, and these four categories are playing important roles in international brand purchase intention. The research suggest for the future researchers to analyze the entire of Indonesia culture, using other theory of cross culture comparations, use other factors of brand equity, observing company not only customers.
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