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Analisis pengaruh country of origin terhadap persepsi kualitas konsumen pada produk otomotif roda empat tipe sedan dan jeep

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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 maketer 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 2X2 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 Germany 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 vehicle than toward jeep type of vehicle.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	Lembaga Manajemen Fakultas Ekonomi Universitas Indonesia.,
Edisi	-
Subjek	Brand equity Country of origin Automotive vehicles
ISBN/ISSN	3029859
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data