Ang, Monica (2022) Analysis of cross-cultural marketing techniques and brand equity towards purchasing decision through customer preference Indomie in Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Many businesses either new venture or local small businesses are struggling to conduct a business nationally nowadays, especially in the highly competitive market with a rapid advancement of technologies, the need to expand locally owned businesses globally has become a hot topic for entrepreneurs around the world since taking their business to a new market territory will generate more profit. Apparently, most entrepreneurs believe that expanding business especially to an international base is to improve living standards. However some multinationals agree that entering new market is not easy as it seems. As this area seems to be the key concern for multinationals to lead the company so that their operations can grow internationally, hence it would be further investigated in this study. The purpose of this study was to determine the effect of Cross-cultural Marketing (CM) and Brand Equity (BE) role in inspiring the Customer Preference (CP) whether both variable has influenced the customer preference into purchasing Indomie. At the same time, after analyze the variable that effect Customer Preference (CP), the study also investigate whether the Customer Preference factors have influence towards Purchase Decision (PD) on Indomie at Medan. This research is a descriptive one with employment of a quantitative research approach to study the relationship between variables and the methods of processing the data using Structural Equation Model (SEM) with AMOS. Data is collected through distribution of questionnaires to 120 respondents with adaptation of convenience sampling, which is then assist to investigate more in-depth hypothesis testing to analyze the effect of cross-cultural marketing and brand equity towards the purchasing decision through customer preference Indomie in Medan. The results of this research shows that Cross-cultural Marketing has influence towards the Customer Preference with the regression coefficient value of 0.50. Brand Equity also has an impact on the Customer Preference with the regression coefficient value of 0.57 and lastly Customer Preference has influence into the Purchase Decision with the regression coefficient value of 1.03./ Banyak bisnis baik usaha baru maupun usaha kecil lokal berjuang untuk menjalankan bisnis secara nasional saat ini, terutama di tengah pasar yang sangat kompetitif dengan kemajuan teknologi yang pesat, maka kebutuhan untuk memperluas bisnis lokal secara global telah menjadi topik hangat bagi para pengusaha di seluruh dunia. Karena dengan membawa bisnis lokal ke lokapasar yang baru untuk menghasilkan lebih banyak keuntungan. Nyatanya, sebagian besar pengusaha percaya bahwa memperluas bisnis terutama ke basis internasional adalah untuk meningkatkan standar hidup. Namun beberapa perusahaan multinasional setuju bahwa memasuki pasar baru tidak semudah seperti yang dilihat. Karena bidang ini tampaknya menjadi perhatian utama bagi perusahaan multinasional untuk memimpin perusahaan agar operasinya dapat bertumbuh secara internasional, maka hal ini yang akan dipelajari lebih lanjut dalam penelitian ini. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh peran marketing lintas budaya dan ekuitas merek dalam menginspirasi preferensi konsumen apakah kedua variabel tersebut berpengaruh terhadap preferensi pelanggan dalam membeli Indomie. Sementara itu, setelah menganalisis variabel-variabel yang mempengaruhi marketing lintas budaya, penelitian ini juga melihat apakah faktor-faktor preferensi pelanggan mempengaruhi keputusan pembelian pelanggan dalam membeli Indomie di Medan. Penelitian ini merupakan penelitian deskriptif dengan menggunakan pendekatan survei kuantitatif untuk mengetahui hubungan antar variabel dan metode pengolahan data menggunakan Structural Equation Model (SEM) dengan AMOS. Data akan dikumpulkan dengan mendistribusikan survei kepada 120 responden dengan menggunakan pendekatan Convenience Sampling. Dengan demikian, penelitian ini dapat membantu mengeksplorasi uji hipotesis yang lebih dalam untuk menganalisis dampak pemasaran lintas budaya dan ekuitas merek pada keputusan pembelian dari preferensi pelanggan Indomie di Medan. Hasil penelitian ini menunjukkan bahwa marketing lintas budaya mempengaruhi preferensi konsumen dengan nilai koefisien regresi sebesar 0.50. Ekuitas merek juga memiliki nilai yang signifikan terhadap preferensi konsumen dengan nilai koefisien regresi sebesar 0.57 dan preferensi konsumen memiliki pengaruh terhadap keputusan pembelian dengan nilai koefisien regresi sebesar 1.03.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | cross-cultural marketing; brand Equity; customer preference; purchase decision; Indomie | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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Depositing User: | Users 22628 not found. | ||||||||
Date Deposited: | 15 Aug 2022 02:54 | ||||||||
Last Modified: | 15 Aug 2022 02:54 | ||||||||
URI: | http://repository.uph.edu/id/eprint/49606 |
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