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Astrid Vega Septyanti
Analisis pengaruh country-of-origin image terhadap brand equity pada industri laptop di Indonesia = Analysis of the effect of country of origin image towards brand equity in Indonesia laptop industry
"Persaingan pasar yang begitu ketat memaksa pemasar mencari cara untuk memenangkan produknya di pasar. Brand equity menjadi salah satu cara untuk dapat meningkatkan nilai perusahaan di mata konsumen. Brand equity tidak hanya didapatkan dari strategi promosi seperti harga dan iklan saja namun juga dari negara asal sebuah merek. Penelitian ini bertujuan untuk menganalisis pengaruh country-of-origin image terhadap brand equity dengan mempertimbangkan perceived quality, brand loyalty, dan brand awareness/association yang dimiliki konsumen pada industri laptop di Indonesia. Sampel penelitian ini adalah mahasiswa yang berdomisili di Jabodetabek yang pernah membeli dan menggunakan produk laptop dalam kurun waktu enam tahun terakhir. Data diolah menggunakan metode Structural Equation Modelling SEM dan juga menggunakan metode Analysis of Variance ANOVA untuk melihat perbedaan antar merek laptop dan antar negara asal merek laptop. Hasil penelitian ini menunjukkan bahwa country-of-origin image memiliki pengaruh positif terhadap perceived quality, brand loyalty, dan brand awareness/association, namun country-of-origin image tidak berpengaruh signifikan terhadap brand equity. Hasil penelitian juga menunjukkan bahwa perceived quality dan brand awareness/association tidak memediasi hubungan antara country-of-origin image dan brand equity, hanya brand loyalty yang memediasi hubungan antara kedua variabel tersebut.
The market competition is so tight forcing marketers to find ways to win their products in the market. Brand equity becomes a way to increase company value in costumers rsquo eyes. Brand equity is not only gained by promotional strategies such as pricing and advertising but also by brand rsquo s country of origin. This study aims to analyze the effect of country of origin image towards brand equity by considering perceived quality, brand loyalty, and brand awareness association in Indonesia laptop industry. Data for this research were collected from college student in Jabodetabek who have ever bought and used laptop in the last six years. The data were analyzed using Structural Equation Modelling SEM method using LISREL 8.51 and also using Analysis of Variance ANOVA method to analyze differences between laptop brands and between laptop brand rsquo s country of origin. The result of this research shows that country of origin image has positive effect on perceived quality, brand loyalty, and brand awareness association, whilst country of origin image tidak berpengaruh signifikan terhadap brand equity. Furthermore, the results shows that perceived quality and brand awareness association does not mediating the relationship between country of origin image and brand equity, only brand loyalty which mediating the relationship among those variables. "
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2017
S66268
UI - Skripsi Membership  Universitas Indonesia Library
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Suryo Utomo
Pengaruh Country of Origin Image terhadap pembentukan Brand Equity dalam produk otomotif : studi kasus Bajaj Auto Indonesia = The effect of Country of Origin Image on the formation of Brand Equity in automotive product : case study Bajaj Auto Indonesia
"Penelitian ini membahas mengenai pengaruh country of origin image terhadap pembentukan brand equity pada salah satu produk otomotif, yaitu kendaraan roda dua dengan mengambil studi kasus pengguna sepeda motor Bajaj Pulsar. Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.5. Hasil penelitian ini menunjukkan bahwa country of origin image mempunyai pengaruh positif serta signifikan terhadap sumber brand equity. Selain itu sumber brand equity yang merupakan variabel mediasi terdiri dari tiga variabel, yaitu brand distinctiveness, brand loyalty, dan brand awareness. Hanya variabel brand loyalty yang mempunyai pengaruh positif serta signifikan terhadap brand equity. Sebaliknya country of origin image tidak mempunyai pengaruh signifikan terhadap brand equity. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut.
This research investigates the effect of country of origin image on the formation of brand equity on one of the automotive product, specifically in two-wheeled vehicle. The case study used is Bajaj Pulsar Motorcycle. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data. The result shows that country of origin image has a positive and significant effect on brand equity dimensions. Furthermore, among three mediating variables of brand equity dimensions (those are brand distinctiveness, brand loyalty, and brand awareness/associations), it is proven that there is only one mediating variable, brand loyalty, which has a positive and significant effect on brand equity. However, it is found that country of origin image has not significant effect on brand equity. Interpretations, limitations, and managerial implications are discussed further."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2012
S43945
UI - Skripsi Membership  Universitas Indonesia Library
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Silitonga, Cynthia Permata br
Pengaruh country of origin terhadap consumer purchase intention melalui brand image dan brand evaluation pada target konsumen skincare Laneige di Jakarta = The effect of country of origin towards consumer purchase intention through brand image and brand evaluation on Laneige skincare target consumer in Jakarta
"Penelitian ini penting dilakukan terhadap produk dari negara asal tertentu di dalam memahami perilaku konsumen dan gambaran produknya diterima dengan baik di negara tujuan. Penelitian ini bertujuan untuk mengetahui pengaruh country of origin terhadap consumer purchase intention melalui brand image dan brand evaluation. Penelitian ini menggunakan pendekatan kuantitatif metode survei pada target konsumen skincare Laneige di Jakarta. Sampel dalam penelitian ini berjumlah 160. Cronbach’s alpha dan confirmatory factor analysis (CFA) digunakan untuk menilai reliabilitas serta validitas. Structur Equation Model (SEM) digunakan dalam pengujian Hipotesis. Hasil penelitian menunjukan bahwa country of origin memiliki pengaruh positif namun tidak signifikan terhadap purchase intention. Brand image memiliki pengaruh full mediation sebagai variabel mediator sedangkan brand evaluation memiliki pengaruh no mediation sebagai variabel mediator.
The study is necessary to employ towards a product from a particular country in understanding consumer behavior and market respon in the entry country. This research was conducted because in the intense global competition, producers need to understand the factors that cause purchase intention so that their products can be accepted by the public. This study uses a quantitative approach to survey methods on Laneige skincare target consumers in Jakarta. The sample in this study amounted to 160.Cronbach's alpha and confirmatory factor analysis (CFA) were used to assess reliability and validity. The Structural Equation Model (SEM) is used in hypothesis testing. The results showed that country of origin has a positive but insignificant effect on purchase intention. Brand image has a full mediation effect as a mediator variable, while brand evaluation has no mediation effect as a mediator variable."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Kharisma Saraswati Brodjonegoro
Pengaruh Country of Origin terhadap brand equity : studi pada merek kosmetik Wardah dan Innisfree = The effect of Country of Origin on brand equity : a study on Wardah and Innisfree cosmetics brands
"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.
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."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2022
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UI - Skripsi Membership  Universitas Indonesia Library
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Yusuf Reza Sudrajat
Analisis pengaruh Country of Origin, Aspiration, Uncertainty, terhadap Brand Image dan Purchase Intention pada Smartphone Premium Cina = Analysis of Country of Origin, Aspiration, and Uncertainty effects towards Brand Image and Purchase Intention on Chinese Premium Smartphone / Yusuf Reza Sudrajat
"ABSTRAK
Thesis ini membahas bagaimana faktor negara asal (country of origin),aspirasi,
dan ketidakpastian dalam mempengaruhi brand image dan keinginan untuk
membeli pada produk premium Cina, yakni Ktouch V9. Penelitian ini merupakan
penelitian kuantitatif dengan menggunakan model struktural sebagai dasar
pengolahan datanya. Penelitian ini menghasilkan beberapa temuan, antara kain
terdapat hubungan signifikan antara country of origin dengan brand image; brand
image terhadap aspiration dan uncertainty, aspiration terhadap purchase intention
dan uncertainty terhadap purchase intention. Di sisi lain, tidak terdapat hubungan
signifikan antara country of origin terhadap aspiration maupun uncertainty, dan
brand image terhadap purchase intention pada Ktouch V9.
ABSTRACT
The focus of this study is about the Country of origin, aspiration and uncertainty
effects towards brand image and purchase intention on Ktouch V9, a Chinese
Premium Smartphone. This is a quantitative research which use structural
equation model. The Results of this study shows that there are significant
influence between country of origin towards brand image; brand image towards
aspiration and uncertainty; aspiration and uncertainty towards purchasei ntention.
Furthermore, there are no significant influence between country of origin towards
aspiration and uncertainty; and brand image towards purchase intention."
Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013
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UI - Tesis Membership  Universitas Indonesia Library
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Andi Ramadhani Akbar
Pengaruh brand alliance terhadap brand equity brand preference dan purchase intention dalam industri laptop = The effect of brand alliance on brand equity brand preference and purchase intention on the laptop industry
"Penelitian ini membahas mengenai strategi pemasaran brand alliance dan pengaruhnya terhadap brand equity, brand preference, dan purchase intention dalam industri laptop. Dengan melakukan eksperimen terhadap 2 buah merek laptop dan 2 buah merek audio system yang merupakan high equity brand dan low equity brand ke dalam 4 pasang brand alliance fiksional yaitu ASUS/PIONEER, ASUS/PLANTRONICS, CLEVO/PIONEER dan CLEVO/PLANTRONICS.
Penelitian ini menggunakan 162 responden yang termasuk dalam generasi Y yang lahir pada tahun 1980-2000 dan berada di sekitar lingkungan kampus baru Universitas Indonesia sebagai subjek penelitian. Teknik pengambilan sampel dilakukan dengan teknik convenience sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah paired t test dan linear regression.
Hasil penelitian menunjukkan bahwa post alliance host brand equity pasangan pertama tetap stabil dengan perubahan sebesar (0,047). Pada pasangan kedua host brand equity juga tetap stabil dengan perubahan sebesar (0,098). Pasangan ketiga meningkatkan host brand equity sebesar (0,375). Kemudian pasangan terakhir meningkatkan host brand equity sebesar (0,357).
Hasil uji regresi menunjukkan bahwa post alliance brand equity ternyata memiliki pengaruh positif terhadap brand preference dan purchase intention. Hasil penelitian ini menunjukkan bahwa brand alliance dapat meningkatkan brand equity dari merek laptop yang menjalankan strategi tersebut.
This research will discuss about the brand alliance marketing strategy and its effects on brand equity, brand preference, and purchase intention in the laptop industry. By conducting experiments on 2 laptop brands and 2 audio system brand that is considered high equity brands and low equity brands into 4 pairs of fictional brand alliance that ASUS / PIONEER, ASUS / PLANTRONICS, CLEVO / PIONEER and CLEVO / PLANTRONICS.
This study is using 162 participants that are a member of generation Y whose date of birth is between 1980 and 2000 within the new campus of the University of Indonesia as a research subject. Sampling technique that is used in this research is convenience sampling technique. Data analysis technique that is used in this research is paired t test and linear regression methods.
Analysis result shows that post alliance hosts brand equity of the first pair of brand remained stable with the change of (0,047). In the second pair, host brand equity also remains stable with changes of (0,098). The third pair increases the host brand equity by (0,375). Then the last pair increases the host brand equity by (0,357).
Regression results indicate that post-alliance brand equity have a positive effect on brand preference and purchase intention. These results shows that brand alliance can increase brand equity of laptop brands who implement this strategy."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013
S46975
UI - Skripsi Membership  Universitas Indonesia Library
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Harahap, Hasan Albaqir
Analisis pengaruh CSR terhadap brand image dan brand equity Bank Syariah di Indonesia = The analysis of the effect of corporate social responsibility on brand image and brand equity of Islamic Banking in Indonesia / Hasan Albaqir Harahap
"Indonesia  merupakan negara yang terdiri dari berbagai agama yang didominasi oleh penduduk beragama Islam. Kehadiran bank syariah di Indonesia menjadi hal yang penting untuk memenuhi kebutuhan layanan perbankan yang sesuai dengan ajaran Islam. Pertumbuhan jumlah nasabah bank syariah yang cukup besar belum mampu memberikan pengaruh yang cukup signifikan terhadap pertumbuhan bank syariah itu sendiri. Oleh karena itu penting bagi bank syariah untuk membuat nasabah menjadi loyal dengan membangun yang baik di mata nasabah. Kegiatan corporate social responsibility (CSR) dapat menjadi salah satu cara untuk meningkatkan reputasi dan persepsi suatu brand di mata konsumen. Penelitian ini bertujuan brand equity bank syariah di Indonesia. Penelitian ini akan menggunakan dua dimensi dari CSR yaitu philanthropic responsibility dan ethical responsibility serta dua dimensi dari brand image yaitu functional image dan symbolic image. Responden dalam penelitian ini adalah nasabah bank syariah yang aktif menggunakan layanan perbankan syariah dalam 1 tahun terakhir dan pernah mengetahui mengenai kegiatan CSR yang dilakukan bank syariah yang mereka gunakan. Penelitian ini akan menggunakan analisis Structural Equation Modelling SEM) dengan software Lisrel 8.8 untuk mengolah data kuesioner yang memiliki skala likert 1- 5 dari 230 responden. Hasil penelitian ini menunjukkan bahwa ethical responsibility berpengaruh positif terhadap functional dan symbolic image. Sedangkan philanthropic responsibility tidak berpengaruh positif terhadap functional symbolic image. Selain itu functional dan symbolic image berpengaruh positif terhadap brand equity.
Indonesia is a country with a population consisting of various religions, with a predominantly Muslim population. The presence of Islamic banking industry in Indonesia is important to fulfill banking service needs which comply to sharia teachings. The growth of Islamic banking customers which is quite large to date has not been able to provide a significant influence on the growth of Islamic banking themselves. Therefore, it is important to improve customer loyalty by creating good image seen from the customers perspective. Corporate Social Responsibility (CSR) activities are one way to improve brand reputation and perception on consumers perspective. Therefore, this study aims to determine whether the CSR affects brand image (BI) and brand equity (BE) of islamic banking in Indonesia. This study uses two dimensions of CSR (philanthropic responsibility and ethical responsibility), and two dimensions of BI (functional image and symbolic image). Respondents in this study were islamic banking customers who actively used the islamic banking services over the past 12 months and had learned about CSR activities carried out by the Islamic banking they were using. Using the Analysis of Structural Equation Modeling (SEM) on Lisrel 8.8 software, this study processes the data which were obtained through 230 returned questionnaires from respondents with using Likert scale of 1 to 5 as a tool. The results of this study indicate that ethical responsibility has a positive effect on functional and symbolic image, while philanthropic responsibility does not positively influence the functional and symbolic images. On the other side, functional and symbolic images have a positive effect on BE."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Skripsi Membership  Universitas Indonesia Library
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Kyung Min Lee
Pengaruh Country of Origin Image, Perceived Brand Prestige dan Perceived Product Quality terhadap Purchase Intention pada Konsumen Produk Perawatan Kulit Wajah Korea di Indonesia dengan Consumer Ethnocentrism sebagai Variabel Moderasi = The impact of country of origin image, perceived brand prestige, perceived product quality to Korean facial skincare product consumer's purchase intention in Indonesia with consumer ethnocentrism as a moderating variable
"Penelitian ini bertujuan untuk memajukan kerangka kerja konseptual yang menjelaskan pengaruh country of origin image pada purchase intention konsumen dengan peran moderasi consumer ethnocentrism yang secara eksplisit dimodelkan dan diuraikan. Consumer ethnocentrism (CE) diuji sebagai faktor moderasi antara country of origin image dan perceived brand prestige, dan antara country of origin image dan perceived product quality, dan antara country of origin image dan purchase intention. Model yang diusulkan memberikan kesaksian tentang hasil penelitian kuantitatif dalam survei yang dilakukan dengan metode convenience sampling yang menargetkan konsumen Generasi Y yang telah menggunakan produk perawatan kulit wajah di Indonesia, yaitu 303 responden. Survey online menggunakan Google Form dengan cara snowball melalui chat Whatsapp. Analisis data digunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif country of origin image terhadap perceived brand prestige, perceived product quality, dan purchase intention konsumen. penelitian ini juga menemukan bahwa perceived product quality berpengaruh signifikan terhadap purchase intention. Selain itu, consumer ethnocentrism mengurangi hubungan positif antara country of origin image dan perceivd product quality serta mengurangi perceived brand prestige. Temuan penelitian ini juga menyiratkan bahwa pemasar harus membangun strategi pemasaran yang sesuai untuk meningkatkan purchase intention konsumen Indonesia
This research aims to advance a conceptual framework that illuminates the impact of country of origin image on consumer’s purchase intention with moderating roles of consumer ethnocentrism which is explicitly modelled and decomposed. Consumer ethnocentrism (CE) was tested as a moderating factor between country of origin image and perceived brand prestige and between country of origin image and perceived product quality. The proposed model testified drawing on the results of quantitative research in a survey conducted on a convenience sample targeting Generation Y consumers who have used facial skin care products in Indonesia, that is 202 respondents. An online survey using Google Form is conducted with snowball manner via Whatsapp chat. Data was analyzed by using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Results indicated that there was a positive impact of country of origin image on perceived brand prestige, perceived product quality and consumers’ purchase intention. Moreover, this study also found that perceived product quality has significant effect on purchase intention. Furthermore, consumer ethnocentrism has no moderating effect on purchase intention. The findings also implied that marketers should build a suitable marketing strategy to increase consumers’ purchase intentions"
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
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UI - Tesis Membership  Universitas Indonesia Library
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Malela, Erza Sidhi Rangga
Persepsi Konsumer Indonesia Dalam Efek Country-of-Origin Terhadap Produk High-End Fashion Brand : Studi Empirikal = Indonesian Consumers’ Perception on Country-of-Origin Effect Towards High-End Fashion Brands : An Empirical Research
"Tujuan dari skripsi adalah untuk menginvestigasi seberapa besar pengaruh country-of-origin terhadap konsumer Indonesia dalam mengevaluasi dan keputusan pembelian produk high-end fashion brand. Riset kuantitatif telah dilakukan melalui pengumpulan data dari 125 responden. Hasil menunjukkan bahwa konsumer Indonesia menggunakan country-of-origin dalam batas sedang. Konsumer Indonesia melihat COO sebagai cue penting dalam mengidentifikasi COO yang dianggap desirable untuk produk high-end fashion brand. Namun, dibandingkan harga, kualitas, desain, dan merek, COO merupakan variabel yang kurang penting dalam mengevaluasi dan kepemutusan pembelian produk high end fashion brand.
The purpose of this research is to investigate to what extent country-of-origin affects Indonesian consumers’ evaluation and purchasing decision in high-end fashion brands. Quantitative research was employed in data collection, with using a survey on 125 respondents. Results showed that that for Indonesian consumers, COO cues are being used in a moderation or only has medium impact. Indonesian consumers perceived COO as an important cues on determining their preference on which COO is preferred when it comes to purchase the high-end fashion products. However, compared to other variables such as price, quality, design, and brand, COO is the least important item to be used to evaluate and purchase high-end fashion products."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
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UI - Skripsi Membership  Universitas Indonesia Library
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Nena Salsabila
Pengaruh country of origin dan store image terhadap product evaluation dan repurchase intention: studi pada konsumen Miniso di Jabodetabek = Effect of country of origin and store image towards product evaluation and repurchase intention: study of Miniso consumers in greater Jakarta
"Saat ini semakin ketatnya persaingan di industri ritel serta momentum tren produk lifestyle membuat penting bagi setiap toko untuk mempunyai konsep dan strategi untuk menarik konsumen. Variety store atau lifestyle retail merupakan toko yang menjual berabagai kategori produk dalam satu merek. Dalam melakukan evaluasi produk dan keinginan melakukan pembelian kembali, aspek country of origin dan store image dapat menjadi suatu pertimbangan. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh country of origin terhadap product evaluation dan repurchase intention, serta menganalisis pengaruh store image terhadap product evaluation dan repurchase intention pada konsumen Miniso di Jabodetabek. Data primer diperoleh dari 100 konsumen Miniso yang berdomisili di Jabodetabek melalui kuesioner. Teknik pengumpulan data nonprobability sampling yang digunakan adalah purposive sampling. Metode dalam menganalisis penelitian kuantitatif ini adalah Analisis Regresi Berganda. Hasil menunjukkan bahwa terdapat pengaruh yang signifikan apabila country of origin dan store image secara simultan dianalsis terhadap product evaluation serta menunjukkan pengaruh yang signifikan pula apabila country of origin dan store image secara simultan dianalsis terhadap repurchase intention. Namun, apabila dilihat secara parsial country of origin tidak memiliki pengaruh yang signifikan terhadap repurchase intention.
Nowadays the increasingly intense competition in the retail industry and the momentum of lifestyle products trends makes it important for every store to have concepts and strategies to attract consumers. Variety store or lifestyle retail is a store that sells various product categories in one brand. In evaluating products and purchasing decisions, aspects of country of origin and store image can be taken into consideration. Thus, this study aims to analyze the influence of country-of-origin on product evaluation and repurchase intention, and analyze the effect of store images on product evaluation and repurchase intention on Miniso customers in Greater Jakarta. Primary data were obtained from 100 Miniso consumers who live in Jabodetabek through questionnaire. The nonprobability sampling technique used is purposive sampling. The method in analyzing this quantitative research is Multiple Regression Analysis. The results show that there is a significant effect if the country of origin and store image are simultaneously analyzed toward product evaluation and also show a significant effect if the country of origin and store image are simultaneously analyzed toward repurchase intention. However, when viewed partially, the COO does not have a significant effect on the repurchase intention."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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