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

Tika Koeswandi (), Ratih Hurriyati, Bambang Widjajanta and Vanessa Gaffar
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Tika Koeswandi: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia
Vanessa Gaffar: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 588-593 from Springer

Abstract: 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.

Keywords: Customer Brand Attitude; Foreign Brand; Non-Local Brand; Australia SMEs; Factor Analysis (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_77

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