Al-Hamim, Faishal Afnan and , Soepatini, S.E., M.Si., Ph.D. (2024) Pengaruh Consumer Ethnocentrism dan Citra Perusahaan terhadap Niat Beli dengan Citra Merek Global sebagai Variabel Intervening (Studi Empiris pada Starbucks Coffee di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research discusses the influence of consumer ethnocentrism and corporate image on purchase intentions with global brand image as an intervening variable at Starbucks Coffee in Surakarta, Central Java, Indonesia. The aim of this research is to examine and analyze the influence of consumer ethnocentrism, corporate image and global brand image on purchase intentions for Starbucks Coffee products in Surakarta, Central Java, Indonesia. The sampling technique used a non-probability sampling technique with a purposive sampling method with a total of 199 respondents. The analysis test tool used is SmartPLS v 4.0 with SEM (Structural Equation Modeling) analysis method. The results of this research show that consumer ethnocentrism has a negative and significant effect on global brand image, corporate image has a positive and significant effect on global brand image, consumer ethnocentrism has a negative and significant effect on purchase intention, corporate image has a positive and significant effect on purchase intention, global brand image positive and significant effect on purchase intention, consumer ethnocentrism has a negative and significant effect on purchase intention which is mediated by global brand image, corporate image has a positive and significant effect on purchase intention which is mediated by global brand image.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | consumer ethnocentrism, corporate image, global brand image, purchase intention, Starbucks Coffee |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic Development > Macroeconomics H Social Sciences > HD Management, Business and Labor > HD28 Management H Social Sciences > HD Management, Business and Labor > HD28 Management > HD283 Marketing Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | FAISHAL AFNAN Al-Hamim |
| Date Deposited: | 30 Mar 2024 02:18 |
| Last Modified: | 30 Mar 2024 02:18 |
| URI: | http://eprints.ums.ac.id/id/eprint/122626 |
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