Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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Discovering Factors of Indonesian Customer Brand Attitude Towards Australian SMEs’ Brand

Authors
Tika Koeswandi1, *, Ratih Hurriyati1, Bambang Widjajanta1, Vanessa Gaffar1
1Universitas Pendidikan Indonesia, Dr Setiabudi Street 229, Bandung, Indonesia
*Corresponding author. Email: tikakoeswandi@upi.com
Corresponding Author
Tika Koeswandi
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_77How to use a DOI?
Keywords
Customer Brand Attitude; Foreign Brand; Non-Local Brand; Australia SMEs; Factor Analysis
Abstract

This study aims to determine the factors encouraging Indonesian consumers to form favorable attitudes towards brands from Australia’s Small and Medium Enterprises (SMEs). This research is explanatory-quantitative research to reduce the number of variables, detect the structure of the relationships between variables, and classify them into a new group of variables. This study involved 182 Indonesian customers who at least bought Australian SMEs’ fashion, craft, and food & beverages products twice. This research concludes that ten factors underlie the Indonesian consumers’ brand attitude towards Australia’s SMEs product. They are Content Digital Marketing, Positive Brand Value Communication, Brand Uniqueness, Enjoyment of Brand Experience, Value As Identity, Call To Action, Memorable Nostalgic Advertising, Creative Promotion, Nostalgic Country Of Origin, Technology-Based Sensory Motivation. This study confirms that a favorable attitude made by a customer reflects an interaction between a potential consumer’s involvement with the purchase decision and the underlying positive motivation to purchase.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
978-94-6463-443-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_77How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tika Koeswandi
AU  - Ratih Hurriyati
AU  - Bambang Widjajanta
AU  - Vanessa Gaffar
PY  - 2024
DA  - 2024/06/26
TI  - Discovering Factors of Indonesian Customer Brand Attitude Towards Australian SMEs’ Brand
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 588
EP  - 593
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_77
DO  - 10.2991/978-94-6463-443-3_77
ID  - Koeswandi2024
ER  -