The Impacts Of Corporate-Brand Credibilty, Corporate-Brand Origin And Self-Image Congruence On Purchase Intention: PT Mustika Ratu Tbk

Chandra, Andrea and Adam, M. Riyadh Rizky (2018) The Impacts Of Corporate-Brand Credibilty, Corporate-Brand Origin And Self-Image Congruence On Purchase Intention: PT Mustika Ratu Tbk. Bachelor thesis, Swiss German University.

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Abstract

The corporate brand has been used for over decades since it has a purpose to create and uphold differentiation, preference between stakeholders, and many aspects of companies. Even marketers encourage the usage of corporate brand in order to have a meaningful impact in making positive consumer perceptions for both existing and new products. Quantitative method is used in this research by using multiple regression. SPSS is needed to analyze the numbers. This research aims to find out the impacts of corporate-brand credibility, corporate-brand origin and self-image congruence on purchase intention of PT Mustika Ratu Tbk as one of the oldest and the largest herbal and cosmetics company in Indonesia. The finding in this research shows that corporatebrand credibility has no impact towards purchase intention while the other two variables have an impact on purchase intention.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Corporate-Brand Credibility; Corporate-Brand Origin; Self-Image Congruence; Purchase Intention
Subjects: H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Astuti Kusumaningrum
Date Deposited: 19 May 2020 01:41
Last Modified: 17 Apr 2024 04:48
URI: http://repository.sgu.ac.id/id/eprint/538

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