THE ANALYSIS OF PERCEIVED BRAND GLOBALNESS ON PURCHASE INTENTION OF LEVI’S IN KARAWANG

Abstract

In Indonesia, global brands existence are keep growing in number, power, and reputation, dominating in almosts every product category. One of the product categories that global brands are found to have strong dominance is the apparel products specifically jeans. The leading jeans brand that is becoming the top of mind among Indonesian is Levi’s which in fact a global brand. This research is aimed to analyze the influence of perceived brand globalness to purchase intention of Levi’s while mediated by perceived brand quality (PBQ), perceived brand prestige (PBP) and perceived association with consumption trend (PACT) to find out whether perceived brand globalness could create competitive advantage for global brand to attract the consumer to purchase the brand. This research focused in Karawang and targeted Karawang citizens as the research’s objects. As much as 249 respondents participated in the survey. Some statistical treatments such as regression analysis and path analysis were used to draw conclusions and the result findings of the research were used to develop some recommendations for all parties that related to this research such as the researched brand, local brands, as well as future researchers. The findings showed that perceived brand globalness positively influence perceived brand quality, prestige, and association with consumption trend. There was also significant influence of perceived brand quality and perceived association with consumption trend on purchase intention with quality being the strongest influence. However, the influence was found to be unsignificant for perceived brand prestige. Perceived brand globalness also did not influence purchase intention directly but influenced it indirectly through perceived brand quality and perceived association with consumption trend. The result indicated that perceived brand globalness is an important attribute for global brand since it could create good perception of quality, prestige and association with consumption trend and since quality and perceived association with consumption trend were also proven to positively influence people’s intention to purchase.