THE EFFECT OF THE PERCEIVED BRAND GLOBALNESS, BRAND QUALITY, AND BRAND PRESTIGE TO BRAND PURCHASE LIKELIHOOD

Abstract

The background of this research was perception from the consumer to have a high quality and high prestige from global brand, but the reality sometimes not suitable with the perception. There was indicated that consumer have a gap between two dimensions of Global brand (quality and prestige) with the dimensions of brand purchase likelihood. The objective (s) of this research was to understand if there is an effect between Perceived brand globalness, Perceived brand quality and brand prestige with brand purchase likelihood at McDonald’s and Wendy’s in Centre of Jakarta. The design of this research was formulation are: 1) Are they have an effect between perceived brand globalness with perceived brand quality 2) Are they have an effect perceived brand globalness with brand prestige 3) Are they have an effect between perceived brand globalness, perceived brand quality and brand prestige with brand purchase likelihood at McDonald’s and Wendy’s in Centre of Jakarta. Data analyze used in this research is primer data and using simple random sampling to collect the data, analysis data method in this research is using Linier Regression Method with SPSS program software version 12.0. Respondent in this research are the consumer, which have experience in consuming product from McDonald’s and Wendy’s at Centre of JakartaThe result of this research conclude that the company which offered their product must have an attention to, Perceived brand quality and brand prestige, so the company can increase theconsumers perception about the product