EVALUASI PENGARUH CONSUMER BASED BRAND EQUTY DAN COUNTRY OF ORIGIN RELATIONSHIP TERHADAP PRODUK ELE

Kamis, 05 Juli 2018 - 13:20 WIB
Diposting oleh: lppm

 EVALUASI PENGARUH CONSUMER BASED BRAND EQUTY DAN COUNTRY OF ORIGIN RELATIONSHIP  TERHADAP PRODUK ELEKTRONIK MEREK SHARP

 

 

Theresia Pradiani & Mardiana Andarwati

 

 

 

Abstrak, Consumer-based brand equity is defined by Keller (2003) in response to different consumers for a brand that would differentiate one brand to another brand. Buying process, consumers not only consider the factor of quality and price of a brand, but also other factors, including the country of origin of the brand (country of origin) (Lin and Kao, 2004). Many consumers have a stereotype about country of origin of the brand, a real example is Indonesian societies believe Japanese cars have highly quality machine. This also applies to electronic goods. The brand equity is grouped into several elements, they are consciousness name (brand awareness), brand loyalty, the association of the brand, the quality of the brand and the brand association. Those for elements can enhance the customer satisfaction. Sharp, as one of our electronic products, is highly demanded in Indonesia. To increase the credibility of a product, the electronic industry product use not only strategic the brand but also country of origin. The test results are valid for all variable load factor values ​​greater than 0.5 and less than -0.5. The test results of the 108 respondents, there is no data that deviate (outlier), because it does not have a z-score greater than 3.0 or less than -3.0. F Test Results with Variable-Free Brand Associations, Brand Awareness, Brand Quality and Brand Loyalty for Dependent Variable Country of origin (0002). The results of t-test calculation is 0.000 <0.05, so that there is a significant effect. SPSS data processing amount of R2 is 0.271, variable Country of Origins is explained by the variable Brand Associations, Brand Awareness, Brand Quality, and Brand Loyalty as the independent variable. Standard Error of Estimate (SEE) of 0.339. The smaller the value of SEE will make the appropriate regression model to predict the dependent variable Country of Origins.

Kata kunci : Consumer Base Brand Equity, Country of Origin Relationship

Selengkapnya