UI - Skripsi Membership :: Kembali

UI - Skripsi Membership :: Kembali

Analisis pengaruh citra perusahaan induk citra perusahaan cabang di negara lain dan perceived consumer image terhadap pemilihan produk oleh konsumen studi kasus majalah cosmopolitan = Analysis of firm s home business unit image firm s foreign business unit image and perceived consumer image effect towards consumer s product choices the case of cosmopolitan magazine / Fransisca Erine Rahmanita

Fransisca Erine Rahmanita; Yeshika Alversia, supervisor; Ira Iriyanty, examiner; Khairani, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015)

 Abstrak

[ABSTRAKbr
Skripsi ini membahas tentang pengaruh citra perusahaan induk, citra perusahaan
cabang di negara lain, dan perceived consumer image dari majalah Cosmopolitan
terhadap pemilihan produk yang dilakukan oleh konsumen. Di dalam variabel
citra perusahaan induk, citra perusahaan cabang di negara lain, dan perceived
consumer image terdapat indikator-indikator yang berujung pada pemilihan
produk majalah Cosmopolitan oleh konsumen. Penelitian ini menghasilkan
kesimpulan bahwa citra perusahaan induk dan citra perusahaan cabang di negara
lain tidak berpengaruh secara langsung dalam pemilihan produk yang dilakukan
oleh konsumen, namun perceived consumer image merupakan faktor yang
berpengaruh secara signifikan pada pemilihan produk oleh konsumen. Pada
penelitian ini juga terdapat implikasi manajerial serta saran bagi penelitian
selanjutnya.;This study discusses the influence of firm?s home business unit image, firm?s
foreign business unit image, and perceived consumer image of Cosmopolitan
magazine for consumer?s product choices. In the firm?s home business unit image,
firm?s foreign business unit image, and perceived consumer image variables,
there are indicators that led to the consumer?s product choices on Cosmopolitan
magazine. This research resulted in the conclusion that the firm?s home business
unit image and firm?s foreign business unit image have no direct influence in the
consumer?s product choices, but perceived consumer image is a factor which
significantly influence the consumer?s product choices. In this study, there are
also managerial implications and suggestions for further research.;This study discusses the influence of firm?s home business unit image, firm?s
foreign business unit image, and perceived consumer image of Cosmopolitan
magazine for consumer?s product choices. In the firm?s home business unit image,
firm?s foreign business unit image, and perceived consumer image variables,
there are indicators that led to the consumer?s product choices on Cosmopolitan
magazine. This research resulted in the conclusion that the firm?s home business
unit image and firm?s foreign business unit image have no direct influence in the
consumer?s product choices, but perceived consumer image is a factor which
significantly influence the consumer?s product choices. In this study, there are
also managerial implications and suggestions for further research., This study discusses the influence of firm’s home business unit image, firm’s
foreign business unit image, and perceived consumer image of Cosmopolitan
magazine for consumer’s product choices. In the firm’s home business unit image,
firm’s foreign business unit image, and perceived consumer image variables,
there are indicators that led to the consumer’s product choices on Cosmopolitan
magazine. This research resulted in the conclusion that the firm’s home business
unit image and firm’s foreign business unit image have no direct influence in the
consumer’s product choices, but perceived consumer image is a factor which
significantly influence the consumer’s product choices. In this study, there are
also managerial implications and suggestions for further research.]

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 Metadata

Jenis Koleksi : UI - Skripsi Membership
No. Panggil : S59179
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Subjek :
Penerbitan : [Place of publication not identified]: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xvi, 91 pages : illustration ; 30 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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