- 學位論文
品牌印象影響購買決策-以印尼 Telkomsel 電信公司為例
Brand Image and Its Effect of Customer Purchasing Decision – Case Study: Telkomsel Indonesia Product
摘要
品牌形象是⽬目前消費者對於品牌的⼀一種看法，它被定義為⼀一種對於⽬目標客群獨特的 連結。正因如此，為了了提升企業的表現，品牌形象扮演了了重要的⻆角⾊色。這篇關於 Telkomsel研究⽬目標主要分析品牌形象和它對消費者購買的影響⼒力力。質量量分析是研 究分析的⼀一種⽅方式。除此之外，藉由訪談也是⼀一種收集資料料的⽅方法。接下來來，研究 者將會問受訪者⼗十個問題。我們選30位印尼Telkomsel的消費者進⾏行行調查。研究結 果發現Telkomsel 所採⽤用品牌形象的策略略給予消費者選購時正⾯面的影響⼒力力。因此， 藉由名⼈人背書來來廣告對於消費者產⽣生正⾯面的影響。對於研究的限制和建議會在之後 的研究中說明。
並列摘要
Brand image is the customer’s point of view towards a brand that can be defined as a unique association bundle to a customer perspective as a target. Therefore, the brand image plays an important role to improve business performance. It also indicates the purpose of the current brand. The aims of this research are to analyze the brand image and its effect on customer’s decision making for purchasing on Telkomsel Indonesia products. Survey method by interviewing thirty costumers of Telkomsel Indonesia within ten questions was applied. The results show that the brand image strategy which is adopted by Telkomsel gives a positive impact on the purchase decision. Furthermore, the celebrity endorser through advertisement positively impacted the purchasing decision. The limitation of this research project is due to the location of where this research is held, because of Indonesia consist of many big islands and it has its own market situation, therefore a different result may be found in other research. Not only analyst the price strategy, the place strategy it needs to be considered to be analyzed by the further researcher.