A Systems View Across Time and Space
Variable | Operational definition | Dimension | Indicator | Source |
---|---|---|---|---|
Consumer attitude | The level of a respondent’s ability to identify a brand | Expressive value function Utilitarian function Ego defensive function Knowledge function | Expressive value function Utilitarian function Ego defensive function Knowledge function | Delafrooz et al., (2009); Huang (2005); Solomon et al. (2012) |
Consumer perception | The respondent’s viewpoint of a product that is seen from the price, quality, and type of service | Price Quality Product/service | Price Quality Product/service | Grunert (2005) |
Consumer experience | The respondent’s experience related with Universitas Terbuka | Physical environment human Interactions | Lecture model Relationships | Walls (2013) |
Brand awareness | The level of the respondent’s knowledge, memory, and understanding | Know Familiar Recognition | Know Familiar Recognition | |
Brand salience | The level of importance of a brand for the respondent | Famous Memorable Recall Top of mind Notice | Famous Memorable Recall Top of mind Notice | Jraisat et al., (2015); Pike et al., (2010); Sutherland and Sylvester (2000) |
Buying intention | The intention of the respondent to study at Universitas Terbuka | Positive toward Desire Idea | Positive toward Desire Idea | Lee and Lee (2015) |