The Analysis of the Effect of Brand Credibility on Purchase Intention (Case Study: Mandarin Oriental Hotel Jakarta)
This research analyzes the effect of Brand Credibility on Consumer Purchase Intentions of Mandarin Oriental Hotel Jakarta. Mandarin Oriental Hotel Jakarta is chosen because it has been rewarded as a TravelersΓÇÜ├ä├╢?├æ?┬Ñ Choice 2014 winner by Tripadvisor. This research uses descriptive research to describe the variables in the research, while causal research designs is used to analyze the effect of brand credibility toward purchase intention. the unit of analysis of this research is the consumers of Mandarin Oriental Hotel Jakarta, since it aims to study the effect of brand credibility the public held toward their purchase intent on Mandarin Oriental Hotel Jakarta. the population in this study is the consumers of Mandarin Oriental Hotel Jakarta. This research uses random sampling, from 100 random customers of Mandarin Oriental Hotel Jakarta. the questionnaires consist of indicators of Brand Credibility and purchase intention. the researcher use ordinal scale to identify and categorize the characteristics of the respondent and Likert scale to identify level of agreement and disagreement from respondent in the questionnaire. the dimensions of brand credibility in this research are derived from six core drivers of brand credibility: Trust,. Authenticity, Transparency,. Listening, Responsiveness, and Affirmation (Blacksaw, 2008) as well as three elements trustworthiness, expertise and attractiveness of Brand Credibility according to Sheeraz, et.al, (2012). the three indicators of purchase intention are adapted from the definition of Blythe (2005) and Kotler & Keller (2012). the findings suggest that all the dimensions of brand credibility havesignificant effects both partially and simultaneously on customersΓÇÜ├ä├╢?├æ?┬Ñ purchase intention.
|B01715||(Rack Thesis)||Available but not for loan - Missing|
No other version available