Discovering Factors of Indonesian Customer Brand Attitude Towards Australia SMEs Brand Tika Koeswandi (a*), Ratih Hurriyati (a), Bambang Widjajanta (a), Vanessa Gaffar (a), Ery Primaskara (a)
a) Universitas Pendidikan Indonesia
*tikakoeswandi[at]upi.edu
Abstract
This study aims to determine the factors that encourage Indonesian consumers to form favourable attitudes towards brands from Australia Small Medium Entreprises (SMEs). This research is explanatory-quantitative research where the aim is 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 twice of Australian SMEs products in the area of fashion, craft, and also food & baverages. This research concludes that there are 10 factors that underlie the Indonesia consumers brand attitude towards the Australia^s SMEs product. They are Content Digital Marketing, Positive Brand Value Communication, Brand Uniqueness, Enjoyment 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 favourable attitude made by customer is a result of reflecting an interaction between a potential consumer^s involvement with the purchase decision and the underlying positive motivation to purchase
