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Hasil Pencarian

Ditemukan 2 dokumen yang sesuai dengan query
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Rachmah Pradnya Murti
Analisis pengaruh parasocial interaction dengan youtube vloggers terhadap perception dan purchase intention luxury fashion brand = Understanding the influence of parasocial interaction with youtube vloggers on consumers luxury fashion brand perception and purchase intention
" ABSTRAK
Tujuan penelitian ini adalah untuk melihat bagaimana video blog vlog mampu mempengaruhi presepsi konsumen dan keinginan untuk membeli luxury fashion brand. Studi ini berfokus pada Youtube, salah satu video sharing site yang memfasilitasi penggunanya untuk menonton dan mengupload video ke halamannya. Dengan menggunakan parasocial interaction PSI dan social comparison sebagai kerangka teori, studi ini mengusulkan model yang melihat pengaruh dari karakteristik youtube vlogger Social Attractiveness, Physical Attractiveness, dan Attittude Homophily terhadap PSI; PSI terhadap luxury ... "
2017
S69696
UI - Skripsi Membership  Universitas Indonesia Library
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Diana Sari
Does luxury brand perception matter in purchase intention? a comparison between a japanese brand and a german brand./ Diana Sari, Brata Kusuma
" The research regarding luxury products in developed economies can be found in many literatures, on the other hand similar research in developing economies are still limited. Since this topic is still underexplored, particularly in developing economies, the purpose of this study is to investigate Indonesian consumers’ perception of two different luxury brands that comes from different countries, namely BMW (Germany) and Lexus (Japan). Data was collected from diverse Indonesian BMW and Lexus owners. The consumers’ general brand perception and perceived ... "
Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2014
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Artikel Jurnal  Universitas Indonesia Library