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Research Paper | Business Management | Indonesia | Volume 7 Issue 5, May 2018 | Popularity: 7 / 10

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Analysis of Country of Origin, Brand Image, Marketing Mix, and Purchase Intention of Indonesia Local Bag

Dewi Annisa Puspita, Lilik Noor Yuliati, Diah Krisnatuti

Abstract: This research analyzed Country of Origin, brand image, marketing mix, and purchase intention of Indonesia local bag for consumers in abroad and domestic. The method used in this research was descriptive with the survey conducted through questionnaire. Purposive sampling was used as the sampling technique. Data were collected using questionnaire on 160 respondents in 3 countries, namely Malaysia, Singapore, and Indonesia who were female consumers, above 17 years old who had not purchased yet, but they knew or had been exposed to the information of bags. The findings revealed that Indonesias creativity in producing synthetic leather bags are more approved by respondents in Country of Origin variable. Based on brand image, Goviyar have been followed up the trends /up to date, increased consumers confidence, and multifunction product. Based on marketing mix, Goviyar have various color choice, affordable price, easy payment, good social media Instagram and Facebook in distributing the products, have discount and challenge giveaway, and bundling program. Based on purchase intention, foreign respondents still want to find the information about Goviyar, meanwhile domestic respondents still want to seek and read the testimonials about Goviyars products. Domestic respondents prefer to own the products rather than foreign respondents.

Keywords: Country of origin, brand image, marketing mix, purchase intention

Edition: Volume 7 Issue 5, May 2018

Pages: 704 - 709

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