THE INFLUENCE OF BRAND IMAGE AND COUNTRY-OF-ORIGINS TOWARDS PURCHASE INTENTION OF MINISO WITH THE MODERATING EFFECT OF GENDER IN INDONESIA

• Main Author: Wibisono Hosana, Fujiarto
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64420
• Institution: Institut Teknologi Bandung

In this modern era, choosing a product to buy is not only based on their quality but about how the product’s value is perceived by the customer itself. The customer perception can be occured by noticing the brands itself. Furthermore, there is a strategy to create customer purchase intention by create a brand image through brand names with specific country of origin image, like what Miniso did. This research try to explore this unique phenomenon by using Multi Linear Regression Model. Gender is added as moderating variable to seek possible factor that can moderate brand image and country of origin effect. The data is collected using online forms. SPSS program results shown that Multi Linear Regression succeded to measure the effect of independent variables towards the dependent variable of Purchase Intention. Gender as the moderating variable is indicated to not have any moderation effects toward the independent variable. The result of analysis gives outcomes for marketer and brands to be considered, in order to create customer purchase intention with unique brand image.