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

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

Author

Listed:
  • Tika Koeswandi

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia)

  • Vanessa Gaffar

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Tika Koeswandi & Ratih Hurriyati & Bambang Widjajanta & Vanessa Gaffar, 2024. "Discovering Factors of Indonesian Customer Brand Attitude Towards Australian SMEs’ Brand," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 588-593, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_77
    DOI: 10.2991/978-94-6463-443-3_77
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