By Andrea Chandra
11403101
BACHELOR’S DEGREE in
INTERNATIONAL BUSINESS AND MARKETING BUSINESS ADMINISTRATION AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia
August 2018
Revision After Thesis Defense on July 27th 2018
Andrea Chandra
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Andrea Chandra
______________________________________
Student Date
Approved by:
Moch. Riyadh Rizky Adam, ST., M.S.M.
______________________________________
Thesis Advisor Date
Dr. Nila K. Hidayat, SE., M.M.
______________________________________
Dean Date
Andrea Chandra
ABSTRACT
THE IMPACTS OF CORPORATE-BRAND CREDIBILITY, CORPORATE- BRAND ORIGIN AND SELF-IMAGE CONGRUENCE ON PURCHASE
INTENTION: PT MUSTIKA RATU TBK
By Andrea Chandra
Moch. Riyadh Rizky Adam, ST., M.S.M., Advisor
SWISS GERMAN UNIVERSITY
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 corporate- brand credibility has no impact towards purchase intention while the other two variables have an impact on purchase intention.
Keywords: Corporate-Brand Credibility, Corporate-Brand Origin, Self-Image Congruence, Purchase Intention
Andrea Chandra
© Copyright 2018 by Andrea Chandra
All rights reserved
Andrea Chandra
DEDICATION
I dedicate this works for the future of the country I loved: Indonesia
Andrea Chandra
ACKNOWLEDGEMENTS
Above all, I would like to thank Jesus Christ as my source of strength every time. I always find peace and answers when the world seemed unable to provide the solution I needed.
To my parents who always pray for me. With this work, I hope to make you both feel proud of me. And to my siblings, I hope that this will show you how everything needs hard work I order to achieve greatness.
I also wish to thank the lecturer of Swiss German University which always show professionalism and always be a good example for the students. Especially to Mr. Rizky Adam who patiently guided me in doing this thesis. I hope my work can make you proud.
To my friends who always supported me since the beginning, Leonardo Efendi, Evelyn Putri, Suchitra Devi, Helena Aloysia, Evelyn Cecilia, Fredo Pangestu, and Jessica Suwandy. Thank you for all of the time and the laugh that we shared.
“There is no result that betrays the effort”
Andrea Chandra
TABLE OF CONTENTS
Page
STATEMENT BY THE AUTHOR……….2
ABSTRACT……….………...3
DEDICATION………..5
ACKNOWLEDGEMENTS……….6
TABLE OF CONTENTS.……….……...7
LIST OF FIGURES………..9
LIST OF TABLES………..11
CHAPTER I - INTRODUCTION I.1 Background………..………13
I.2 Research Problem………19
I.3 Research Questions....………..20
I.4 Research Objectives……….20
I.5 Scope and Limitation………...21
I.6 Significant Study………...……….………….….21
CHAPTER II - LITERATURE REVIEW II.1 Conceptual Framework………...………22
II.2Previous Study….……….…...………32
II.3 Study Differences and Similarities…….………52
II.4 Hypothesis Development…..……….……….57
CHAPTER III - RESEARCH METHOD III.1 Type of Study………59
III.2 Unit of Analysis...……….60
Andrea Chandra
III.3 Sampling Design...………60
III.4 Time Frame of Study………...………..66
III.5 Data Sources and Collection…….……….………67
III.6 Research Model……….………...69
III.7 Variable Operationalization...………...69
III.8 Data Processing Procedures...………...72
III.9 Data Analysis Technique...………..…..………83
CHAPTER IV - RESULTS AND DISCUSSIONS IV.1 Brief of Company Background……….…88
IV.2 Respondent Profiles……….….89
IV.3 Inferential Statistic Analysis……….………94
IV.4 Hypotheses Testing and Results………..108
CHAPTER V - CONLUSION AND RECOMMENDATIONS V.1 Conclusion………..……...………...111
V.2 Recommendations……….………...112
APPENDICES…..……….……117
Appendix 1 – Questionnaire………117
Appendix 2 – Questionnaire’s Results……….………122
Appendix 3 – SPSS Output…...……….………..125
Appendix 4 – Curriculum Vitae……….………..132
REFERENCES……….………133
