Global & Local Brand Attractiveness: The Effect of Perceived Brand Globalness and Localness on Wom and Price Premium with Brand Attitude Mediation in Restaurants

The focus of this study is to find out what is able to influence WOM and Price Premium mediated by Brand Attitude. Questionnaires are distributed as part of quantitative research design, and quantitative data analysis usually uses random sampling techniques can be used to examine a particular population or sample. The population in this study uses the population of respondents or people who know about consumers in Batam City who have visited local and global restaurants. The target population of the study was 350 respondents. The results showed that Brand Attitude had a significant positive effect on WOM and Price Premium. Perceived Brand Localness had a significant positive effect on Price Premium and Brand Attitude. Perceived Brand Globalness had a significant positive effect on Brand Attitude and WOM. Perceived Brand Globalness had a significant positive effect on WOM mediated by Brand Attitude. Perceived Brand Localness had a significant positive effect on Price Premium mediated by Brand Attitude.