PENGARUH PEMBERIAN MEREK BERBAHASA ASING TERHADAP CITRA MEREK PUYO SILKY DESSERT DI KOTA BANDUNG

  • Fiananda Setiadinanti Universitas Telkom Bandung
  • Iis Kurnia Nurhayati Universitas Telkom Bandung

Abstract

In recent years, foreign branding strategy are used by many business people from Indonesia whereas the products are produced in Indonesia. This strategy has purpose to affect dimensions of brand image and brand equity. The purpose of this study is to see is there any effects and how big foreign branding effects on brand image of Puyo Silky Dessert in Bandung. This research will use descriptive and quantitative methods with descriptive analysis and simple linear regression analysis. In this study, the primary data obtained using questionnaires and using non probability sampling technique with total sample of 270 respondent who knows about the brand both consumers or prospective consumers. The final result shows that  foreign branding that used by Puyo Silky Dessert has 51% significant effect on brand image.

Published
2019-01-17
How to Cite
SETIADINANTI, Fiananda; NURHAYATI, Iis Kurnia. PENGARUH PEMBERIAN MEREK BERBAHASA ASING TERHADAP CITRA MEREK PUYO SILKY DESSERT DI KOTA BANDUNG. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), [S.l.], v. 7, n. 1, p. 49-56, jan. 2019. ISSN 2549-9491. Available at: <http://ejournal.upbatam.ac.id/index.php/jim/article/view/901>. Date accessed: 25 june 2019. doi: https://doi.org/10.33884/jimupb.v7i1.901.

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