Maharani, Septiana Fajar and Soeprapto, Vishnuvardhana S. (2014) The Analysis of the Effect of Brand Credibility on Purchase Intention (Case Study: Mandarin Oriental Hotel Jakarta). Bachelor thesis, Swiss German University.

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Abstract

This research analyzes the effect of Brand Credibility on Consumer Purchase Intentions of Mandarin Oriental Hotel Jakarta. Mandarin Oriental Hotel Jakarta is chosen because it has been rewarded as a Travelers’ Choice 2014 winner by TripAdvisor. This research uses descriptive research to describe the variables in the research, while causal research designs is used to analyze the effect of brand credibility toward purchase intention. The unit of analysis of this research is the consumers of Mandarin Oriental Hotel Jakarta, since it aims to study the effect of brand credibility the public held toward their purchase intent on Mandarin Oriental Hotel Jakarta. The population in this study is the consumers of Mandarin Oriental Hotel Jakarta. This research uses random sampling, from 100 random customers of Mandarin Oriental Hotel Jakarta. The questionnaires consist of indicators of Brand Credibility and purchase intention. The researcher uses ordinal scale to identify and categorize the characteristics of the respondent and Likert scale to identify level of agreement and disagreement from respondent in the questionnaire. The dimensions of brand credibility in this research are derived from six core drivers of brand credibility: Trust, Authenticity, Transparency, Listening, Responsiveness, and Affirmation (Blacksaw, 2008) as well as three elements trustworthiness, expertise and attractiveness of Brand Credibility according to Sheeraz, et.al, (2012). The three indicators of purchase intention are adapted from the definition of Blythe (2005) and Kotler & Keller (2012). The findings suggest that all the dimensions of brand credibility have significant effects both partially and simultaneously on customers’ purchase intention.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Credibility, Purchase Intent
Subjects:	H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TX Home economics > TX901 Hospitality industry T Technology > TX Home economics > TX911 Hotel management
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	22 Jul 2021 15:51
Last Modified:	22 Jul 2021 15:51
URI:	http://repository.sgu.ac.id/id/eprint/2103

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