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"In technology market, a brand name represents functional value, pleasure value, and symbolic values as a reflection of buyer's self-image; prices measure its monetary value; country-of-origin image address the producer's competences. The whole of those makes a product easier to 'read'. To explore the effect of brand credibility and country-of-origin image on consumer price sensitivity, four brands of notebook 'Toshiba, Acer, MacBook Apple, and Zyrex- were compared. The research used survey method. The subjects were students of 10 faculties in University of Indonesia Depok. The research also required the subjects to have the original products of particular brand 'not second-hand products and/or not black-markets goods- to make sure the validity of answers about the brands.Data from survey research conducted were analyzed by using multipleregression method and One-Way Anova method. Before conducted the analysis, it measured the reliability and validity to indicate each variable constructs. And then model structure was tested by multiple-regression method. The examination showed relationship among some the indicators in a variable. Examination to determine individual relation strength and also various tested hypothesis. To measure the difference among the brands, the research also conducted One-Way Anova test to know the variance analysis in the population area. Bonferroni test also used to find out which brand(s) differ from another.The research indicated the following results: (1) there was impact from brand credibility on consumer price sensitivity in positive-linier directions, which expertise dimension was the most dominant factor of this. It showed that high brand credibility increase consumer price sensitivity. This might happened because of Indonesian consumers mostly are price-seeker and tend to be valueoriented consumers, (2) There was positive influence significant between country-of-origin image and consumer price sensitivity, (3) There were differences among consumers of four brands 'Toshiba, Acer, MacBook Apple, and Zyrex- for its brand credibility, (4) MacBook Apple obtained the highest brand credibility among others considering trustworthiness and expertise dimensions, (5) There were differences of country-of-origin among each brands, (6) There were differences of consumer price sensitivity among each brands.The implications of this research were: (1) considering the unique characteristic of Indonesia's consumers, value-oriented consumers, it was suggested that companies started to apply the value-pricing strategy to gain bigger market share and to emphasize sales, (2) brand-naming strategy also can help to increase sales by mentioning the home-country or put the 'made-in' label on products. For Indonesian's products, in the purpose to survive or even win the competition in the industry, companies may considered to give a foreign brand-name to attract consumer's attention and achieve a better product-image."

"This study explored the effect of country of origin information on repurchase intention. Lea Jeans, an Indonesian jean brand which is currently being distributed in the Indonesian market, was used as the focus of the study. The effect of ?madein Indonesia? on repurchase intention of Lea Jeans was investigated through a survey, on a sample of 100 Indonesian consumers that both potential and current users of Lea Jeans.The research method that researcher used is descriptive. It means that the research is dscribed accurately using facts, spoken or written words, action, and visual images. The approach used in this research is quantitative approach. The goal is to try to find an understanding about the effect country of origin on tepurchaseintention. The research type is descriptive. The data collection technique used in this research is by reading the literature which focus on the research, observation, and intervies.The finding of this study contribute to the previous research on the effect of origin cue in brand knowledge and provide further insight into understanding consumer behavior. Examining this unexpected success of a less developed country brand in a market occupied by develop country brand points out that consumers don?t always associate products from less developed countries with low quality contrary to what the existing literature suggests."

"Impulse buying merupakan fenomena yang sangat menarik bagi retailer mauput marketer karena merupakan market share yang terbesar dan menduduki posisi yang sangat penting serta dapat meningkatkan penjualan. Tujuan penelitian ini untuk menganalisis apakah Country of Origin (COO), brand image dan ethnocentrisme berpengaruh secara signifikan terhadap impulse buying produk fashion lokal mahasiswa di Semarang. Analisis data yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa hanya variabel COO yang tidak berpengaruh secara signifikan terhadap impulse buying mahasiswa produk fashion lokal mahasiswa di Semarang. Perlu strategi penguatan brand image dan promosi yang mengedepankan kecintaan produk dalam negeri. Promosi produk di tingkat lokal kota Semarang perlu ditingkatkan dengan memperhatikan penekanan nilai- nilai keunggulan dan kearifan lokal"

"Selain merek, country-of-origin merupakan pertimbangan penting bagi konsumen untuk menilai suatu produk, entah itu dalam mengevaluasi atau penilaian akan kualitas produk secara keseluruhan. Penelitian ini ditujukan untuk mengetahui faktor apa raja yang membuat country-of-origin menjadi pertimbangan penting konsumen. PeneIitian ini merupakan pengembangan penelitian terdahulu dari Schweiger, Otter & Strebinger (1995) mengenai pengaruh country-of-origin terhadap evaluasi produk dan implikasinya terhadap keputusan pemindahan lokasi. Penelitian dilakukan pada mahasiswa dan karyawan dengan golongan usia dan latar belakang yang beragam yang dianggap memiliki pengetahuan mengenai country-of¬origin. Untuk menguji hipotesis ini dengan menggunakan metode kuesioner terstruktur yang diberikan secara langsung inaupun melalui mills kepada responden. Data yang diperoleh sebanyak 223 responden. Analisis data yang digunakan adalah metode Structural Equation Modeling (SEM), dengan menggunakan program LISREL 8.30. Dari hasil penelitian didapatkan bahwa country-of-origin memiliki pengaruh signifikan yang positif terhadap evaluasi produk dan persepsi kualitas, namun tidak mempengaruhi keinginan membeli konsumen. Ketertarikan untuk membeli lebih dikarenakan oleh persepsi kualitas terhadap suatu produk.

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Likely as brand, country-of-origin has the equal value to become important consideration for consumer to evaluate a product, whether it as an evaluation or to judge the overall quality. The research is developed from previous study in country-of origin and product evaluation. Students and employees from varied age and background are considered as respondents in this research, and are assumed to understand the main point of country-of-origin. Total of 223 respondents are participated in the survey. Structural Equation Modeling (SEM) with applicable software package LISREL 8.30 is used as data analysis method. The research concluded that country-of-origin has a significant influence in product evaluation and quality perception, but has no strong influence in consumer's purchase decision. Consumer more intended to purchase a product based on quality perception rather than country-of-origin aspect."

"Mobile Phones Industry has increased and more competitive nowadays. It could be seen from the variety of mobile phones product segmentation. So that, many of company created an innovative product mobile phones with the multifunction and usage from brand they offered. This challenge was answered by Nokia which became the producer of mobile phones branded.The purpose from this research was to find out what the consumer perception about the brand association based on the brand function of Nokia and the effect to their responses. In this study, used four variables that build Brand Function such as Guarantee Function, Personal Identification, Social Identification and Status was measured the positive influence on consumer responses to accept brand extentions, to recommend the brand and to pay the premium price.This research was conductded during December 2007. To support this research, 130 questions were distributed, consisted of 26 questions that related to all indicators as mentioned above. This research used the combination of puposive sampling and accidental convenience sampling. Factor analysis and multiple linear regression were used to analize the data.This research found that dimensions that build brand extentions which had a significant influence to the consumer response to accecpt brand extentions were Guarantee Function and Social Identification had a significant influence; Personal Identification and Status have not a significant influence. The dimensions that build brand functions which had a significant influence to the consumer response to recommend the brand were Guarantee Function, Personal Identification and Social Identification function. And the last the dimensions that build brandfunction which had a positive influence to the consumer response to pay premium price were Guarantee Function, Personal Identification Function and Status had a significant influence; Social Identification had not a significant influence."

"Penelitian ini bertujuan untuk menganalisis pengaruh country of origin image terhadap brand equity beserta dimensinya untuk dua merek kosmetik (Wardah dari Indonesia dan Innisfree dari Korea Selatan) pada pasar kosmetik di Indonesia, khususnya Kawasan Jabodetabek. Penelitian dilakukan dengan metode kuantitatif melalui penyebaran kuesioner secara online melalui Google Form dan diukur menggunakan skala likert 1-5. Jumlah sampel yang valid diperoleh dari 167 responden yang sebelumnya telah menggunakan dan/atau kosmetik merek Wardah dan Innisfree. Pengolahan data dilakukan dengan menggunakan software SPSS untuk analisis statistik deskriptif dan SmartPLS untuk analisis SEM-PLS. Hasil penelitian menunjukkan bahwa country of origin memiliki pengaruh positif dan signifikan terhadap brand equity (brand awareness, perceived quality, dan brand loyalty) pada merek Wardah dan Innisfree. Hasil penelitian ini juga menunjukkan pengaruh antara country of origin terhadap brand equity sedikit lebih kuat pada merek Wardah dibandingkan dengan merek Innisfree.

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This study aims to analyse the effect of country of origin on brand equity and its dimensions for two cosmetics brands (Wardah from Indonesia and Innisfree from South Korea) in Indonesian cosmetics market, especially in Jabodetabek region. The study uses a quantitative method through online questionnaires via Google Form and measured with five-point Likert scale. Valid samples were collected from 167 respondents who have previously used and/or bought Wardah and Innisfree cosmetics. The data obtained were processed using SPSS for descriptive statistical analysis and SmartPLS for SEM-PLS analysis. The results of this study shows that the relationship between country of origin and brand equity (brand awareness, perceived quality, dan brand loyalty) has positive and significant effect on Wardah and Innisfree. Results of this study also shows that the relationship between country of origin and brand equity on Wardah are stronger than Innisfree."

"Nowadays, brand does not function as an identity or to differentiate of one product to others only. The branding has been extending in many product categories which are marketed to consumers. To offer their products, the producers can not rely on functional benefits only, but also needs to take the emotional approach to the consumers by the brand given. The approach to give the emotional benefit is through the personalities of the brand as human personalities, included to fashion products. The brand must appear as the consumers it self in order to gain the brand loyalty in long time.The purpose of this research is to find out how the impact of brand personality to brand loyalty of the consumers of fashion brand Zara at Jakarta. In addition to know which dimension of brand personality is most influential to brand loyalty. This research also using Aaker?s dimensions of brand personality, sincerity; excitement; competence; and sophistication. Aaker?s theory about the benefit of brand (functional; emotional; and self-expressive) is used as the first step to refer the brand personality concept. The theories are used to measure the brand loyalty of the consumers based on Aaker?s and Peter and Olson?s measurement.The approach used in this research is quantitative approach with descriptive as a type of research. In order to get the data that support this research, the writer using purposive sampling by distributed 23 questions related to the indicators from the dimensions stated above to 100 respondents in 5 locations (Zara?s store in Jakarta) with judgemental sampling. To find out the brand personality dimensions as independent variable to brand loyalty as dependent variable, the writer uses factor analysis and multiple regression in the measurement.The finding of this research suggests that three of four dimensions which use in measurement, have significant positive impact to brand loyalty. And the result suggests that dimension of competence has biggest impact to brand loyalty than others dimension in brand personality. Besides, dimension of excitement has no impact to the brand loyalty.This research also gives the managerial implications related to the result to Zara?s management, especially in Indonesia. The consumers did not fully aware and care about the competitive advantage which Zara offers, which most appear in dimension of excitement. So that Zara?s Indonesia should adopt the markets here better and more adaptive in the way to gain the brand loyalty of consumers. The best thing that Zara?s Indonesia can do is through the approach of characteristic, and also the culture of brand preference of Indonesian consumers."

"Etude House merupakan merek kosmetik asal Korea Selatan yang membentuk brand image nya sebagai kosmetik wanita dengan menonjolkan unsur negara asal kosmetik yaitu Korea Selatan. Penelitian ini bertujuan untuk mengetahui pengaruh antara country of origin terhadap brand image kosmetik korea baik pada sampel keseluruhan, pembelian online, maupun pembelian offline, melihat dimensi country of origin manakah yang paling berpengaruh terhadap brand image merek Etude House pada pembelian online dan offline, serta melihat perbedaan varians dan mean pada masing-masing dimensi di kedua sampel.Penelitian ini menggunakan metode kuantitatif dan teknik pengambilan sampel purposive. Pada penelitian ini sampel yang diambil sebanyak 120 responden yang terdiri atas 70 responden yang membeli produk secara offline dan 50 responden yang membeli produk secara online. Hasil penelitian ini membuktikan bahwa country of origin memiliki pengaruh terhadap brand image merek Etude House baik pada sampel keseluruhan, pembelian online, maupun pembelian offline. Dimensi country of origin yang memiliki pengaruh terbesar pada brand image merek Etude House pada pembelian online dan offline adalah specific product attributes dan terdapat perbedaan varians pada dimensi general country attributes serta mean pada dimensi price.

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Etude House is a cosmetic from South Korea which forms its brand image as a woman`s cosmetic by showing its country of origin, South Korea. This research was intended to observe the effect of country of origin on south korean`s cosmetic brand image of all sample, online purchase sample, offline purchase sample, to observe which dimension of country of origin had the greatest effect on Etude House`s brand image for online and offline purchase, and to observe varians and mean difference in both sample.This research applied quantitative approach and purposive sampling technique with 120 respondents consist of 70 respondents who purchased products offline and 50 respondents who purchased products online. This research proved that country of origin had an effect on Etude House`s brand image in all samples, online purchase sample, and offline purchase sample. The dimension of country of origin which has the greatest effect on Etude House`s brand image in online and offline purchase was specific product attributes, and also there is varians difference in general country attributes and mean difference in price dimension."

"Kredibilitas merek telah diperhatikan sebagai elemen penting yang membentuk persepsi konsumen terhadap sebuah merek dan memengaruhi pengambilan keputusan mereka. Saat Indonesia memasuki fase baru transisi menuju konektivitas digital, Gojek, salah satu perusahaan terbesar di negara ini, telah muncul sebagai pemain yang signifikan. Gojek dimulai sebagai perusahaan ride-hailing dan memperluas konsep sharing economy melalui perluasan merek, memenuhi permintaan pasar, dan mendapatkan kepercayaan konsumen. Untuk mengikuti perkembangan pasar, penting untuk memahami faktor-faktor yang dapat membantu strategi pemasaran di masa depan. Maka dari itu, makalah ini menyelidiki pengaruh kredibilitas merek terhadap adopsi perluasan merek, menggunakan Gojek dan Gopay sebagai studi kasus, dan menyertakan analisis mediasi pada kepercayaan konsumen. Menggunakan metode survei kuantitatif dengan sampel 187 responden yang dikumpulkan melalui pengambilan sampel sukarela, penelitian ini menemukan bahwa kredibilitas merek memiliki hubungan yang signifikan dengan adopsi perluasan merek, dengan kepercayaan konsumen sebagai peran mediasi. Namun, temuan menunjukkan batasan tingkat faktor di luar kredibilitas merek yaitu keahlian. Studi ini mengembangkan kerangka konsep yang mencakup dimensi dari setiap faktor untuk menawarkan wawasan berharga bagi pemasar tentang cara meningkatkan kredibilitas merek dan kepercayaan konsumen untuk mengadopsi perluasan merek. Dengan demikian, makalah ini memberikan dasar untuk penelitian masa depan tentang adopsi perluasan merek di Indonesia dan sekitarnya.

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Brand credibility has been noted as a significant element that shapes consumers’ perceptions of brands and affects their decision-making. As Indonesia enters a new phase of transition into digital connectivity, Gojek, one of the country’s biggest ventures, has emerged as a significant player. Gojek began as a ride- hailing company and expanded its sharing economy concept through brand extensions, meeting market demand, and gaining consumer trust. To keep up with the evolving market, it is necessary to understand the factors that can aid future marketing strategies. Thus, this paper investigates the effects of brand credibility on brand extension adoption, using Gojek and Gopay as a case study, and includes mediation analysis on consumer trust.

Using a quantitative survey method with a sample of 187 respondents collected through voluntary sampling, the study finds that brand credibility has a significant relationship with brand extension adoption, with consumer trust playing a mediating role. However, the findings suggest a limitation of the level of factors beyond brand credibility that is expertise. This study develops a framework that includes dimensions of each factor to offer valuable insight for marketers on how to leverage a brand’s credibility and consumer trust to adopt brand extensions. In doing so, it provides a foundation for future research on brand extension adoption in Indonesia and beyond. "