Harianja, Regina Maniar and Mbouw, Esa Theodore (2020) Analyzing The Effect of Customer Based Brand Equity Towards Purchase intention: Case Study of Sophie Paris indonesia. Bachelor thesis, Swiss German University.

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Abstract

It is undeniable that technology has become an important part of our daily activities, including the shifting of shopping experience. Consumers are now switching from purchasing products offline to online shopping due to many reasons. This trend is also increasing the rate of growth of the e-commerce in Indonesia. Interestingly, fashion related products are the most popular products in Indonesia. Sophie Paris was previously known as Sophie Martin is now known as a fashion social shopping platform that offering exclusive French-designed products. To stay competitive within the sector, Sophie Paris is driven to adhere with the improvements. The purpose of this research is to analyse the effect of Customer Based Brand Equity (CBBE) towards Purchase Intention of Sophie Paris Indonesia. This study adopted the Quantitative approach. The result is coming from both primary data which is coming from the questionnaire result and secondary data which is coming from the websites, journals, previous studies and news. The findings of this research revealed that brand awareness, perceived quality and brand association have significant impact on purchase intention. Theoretical implications and further recommendations are based on the findings of this research.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Customer Based Brand Equity; Purchase Intention; Fashion Industry
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.332 Young adult consumers H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	02 Nov 2020 14:09
Last Modified:	02 Nov 2020 14:09
URI:	http://repository.sgu.ac.id/id/eprint/1910

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