Julina, - and Desrir Miftah (2014) Consumer Perceptions on Foreign Corporate Image and Foreign Product Purchase Intentions for Trend to Build Strategic Partnerships among Countries. In: Konferensi Internasional Hubungan Indonesia Malaysia Ke-8, 23-25 September 2014, Universita Lancang Kuning, Pekanbaru.
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Abstract
A strategic partnership is a formal collaboration between the two companies, which are usually arranged in one or more business contracts. Strategic partnerships can be done either by a company in one country and between countries. Building strategic partnerships enable the company acquire new resources and credibility to the work done. In the era of global trade and competition increasingly competitive, strategic partnerships is one way to survive and is expected to lead to a sustainable competitive advantage. This study aims to determine the perception of the corporate image and purchase intention of foreign products to be one of the basis in formulating a strategic partnership that will be done. Data on corporate image and purchase intention of foreign products were collected using questionnaires and subsequently processed descriptively. A total of 100 respondents in Pekanbaru city participated in this study. Based on data analysis, it is known that foreign companies does have a positive image from consumers perspective, however, a positive image is not necessarily encourage them to buy foreign products. Understanding consumer behavior at this point is very important because so many competitors chasing the same customer. If the company has a unique resource that is not owned by a competitor, the company can enjoy a comparative advantage, but at the moment the company only has a lower value than the competitors, then strategic partnerships is one way to get a cooperative advantages, which in turn can support the achievement of superior corporate performance. Keywords: Consumer Perceptions, Foreign Corporate Image, Foreign Product Purchase Intentions, Strategic Partnerships
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | 600 Teknologi dan Ilmu-ilmu Terapan > 650 Bisnis > 658 Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Manajemen |
| Depositing User: | Ari Eka Wahyudi |
| Date Deposited: | 14 Apr 2023 07:53 |
| Last Modified: | 14 Apr 2023 07:53 |
| URI: | http://repository.uin-suska.ac.id/id/eprint/70065 |
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