THE GLOBAL BRAND IMAGE, COMMUNICATION TECHNOLOGY, GLOBAL CUSTOMER’S BEHAVIOUR TOWARD CUSTOMER’S PURCHASE INTENTION (A STUDY CASE OF FARMERS MARKET IN JABABEKA)

Abstract

This research investigates how the globalization can influence the way of strategy marketing in the certain business work, In this research , the researcher used 4 variable , that contains 3 independent variables and 1 dependent variable .The variables are Global Brand Images , Communications technology , and Global Customer’s Behavior toward Customer’s Purchase Intentions, The researcher used quantitative method in order to get the mathematical result, quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques. Quantitative research focuses on gathering numerical data and generalizing it across groups of people or to explain a particular phenomenon, by using quantitative, the researcher expected to get the numerical result from the research itself. To support the quantitative research, the researcher using SPSS to process the research data, also to get the T-test ,F-test ,Validity , Reliability , Mean, and Diagram. The purpose to the research to find the influence of each independent variable toward the dependent variable, by using SPSS the researcher can solve the problem, from Farmers Market. To do the analysis, about why the Farmers Market cannot compete with the other supermarkets, especially in Jababeka. why the Farmers Market’s income cannot increase . To find the solutions, the researcher will see the problem from the customer’s point of view or the purchase intention of customer toward Farmers Market. The Adjusted R-Square of this research show 0.586% that is mean that the rate of respondent that fill the research conscientiously is 58% ,While 42% is influenced by another factors not include in the research model. From that statement, the result of research it might be accurate.