8
1.2 Scope
The scope of this thesis is to examine the effects
of
country
of
origin
and
corporate
reputation on
initial trust when consumers are choosing
the services. Although services
are
now
going
internationalization, literatures about initial
trust,
COO
and
reputation
effect
is
still
little.
Jakarta,
as
the
capital
of
Indonesia
and
home
to
8.5
million
people
will
be
used as
sample
to
represent
the country. The
population
could
reach
up to
25
million
if
we
include the
greater area (Jabotabek).
With these
number of populations
to
be considered as a
country, Jakarta would rank 90th
in
the world
in terms of population
and Jabotabek would rank 50th (Wijayanto, 2009).
Jakarta, as
the capital city of Indonesia,
is the central
hub to
government and economic
activities. Jakarta is the first choice
for
foreign airlines entering Indonesian
market,
then
to expand to other cities like Bali and Surabaya. With Jakarta residents’ lifestyle, we can
find donut café in almost all the shopping malls. Professionals would hold meetings in
café while students do assignments in café.
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