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Hasil Pencarian

Ditemukan 1 dokumen yang sesuai dengan query
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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