Wijaya, Elbert Hendi and Oehlers, Vicky Agung (2020) The Influence of culture experience, country image and word of mouth towards purchase intention: the case study of genki sushi Jakarta and Tangerang. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The purpose of this paper is to see whether Cultural Experience, Country Image and Word of Mouth can influence consumer buying interest in Genki Sushi Jakarta and Tangerang. In addition, this study also assessed the relationship between Cultural Experience towards Country Image and Cultural Experience towards Word of Mouth. The total sample size taken was 270 respondents who had visited Genki Sushi in Jakarta and Tangerang. The method of data collection was using Google forms and written questionnaires distributed at Genki Sushi outlets. The collected data was analyzed using IBM SPSS Statistics 24 and SEM AMOS 22. This study took 4 months from August 2019 to November 2019. This study produced 3 significant hypotheses and 2 insignificant hypotheses. Cultural Experience influences both Country image and Word of Mouth. And Word of Mouth is the only variable that influences Purchase Intention in this study.
| Item Type: | Thesis (Bachelor) | |||||||||
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| Uncontrolled Keywords: | Cultural Experience; Country Image; Word of Mouth; Purchase Intention | |||||||||
| 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 |
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| Depositing User: | Users 2221 not found. | |||||||||
| Date Deposited: | 03 Mar 2020 04:45 | |||||||||
| Last Modified: | 04 Aug 2020 07:17 | |||||||||
| URI: | http://repository.uph.edu/id/eprint/8266 |
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