Analisis Pengaruh Country of Origin Terhadap Persepsi Kualitas Konsumen Paa Produk Otomotif Roda Empat Tipe Sedan dan Jeep  

Oleh:

Afiff, Adi Zakaria ; Hakim, Buyung Lukmanul

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Manajemen Usahawan Indonesia vol. 36 no. 10 (Oct. 2007), page 3-16.
Topik: Country of Origin; Brand Equity; Automotive Vehicles
Fulltext: Analisis Pengaruh Country.pdf (2.3MB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM15.29 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Country of origin plays an important role in consumer purchase decision. So important that the country of origin association is regarded as an important tool that can be leveraged by the marketer in building brand equity. In this research, the impact of country of origin association toward consumer perception on quality of outomotive vehicles in Indonesia, in relation to the sedan and jeep type of vehicle and the Germany and USA country of origin, is studied. Using a 2 x 2 factorial design experiment, manipulation is conducted by showing pictures of a sedan type or a jeep type of vehicle and by manipulating its country of origin (Germany and USA). Finding shows that the German country of origin in Indonesia has a strong effect on the sedan type of vehicle quality perception; while a less but still suprisingly strong effect on the jeep type of vehicle quality perception. The later caused USA automotive brands to have less advantage in the jeep type of vehicle than suspected before the experiment. This result may be due to confusion among Indonesian consumers on difference between the jeep type with MPV and SUV type, in which the Germany country of origin may have a stronger link toward both the MPV and SUV type of vehilce than toward jeep type of vehicle.

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