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Pengaruh Country of Origin terhadap Preceived Quality dengan Moderasi Etnosentris Konsumen / Jurnal Administrasi Bisnis Vol 8 (1) Maret 2012

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ABSTRAK :rnrnIn recent times, more and more foreign brands fluttering in the Indonesian market and competing with local brands. Often the consumers give a response on the country of origin (COO) aspect to provide an assessment of the quality brands originating from that country. Magnitude of this effect will usually vary depending on the level of consumer ethnocentric. This study was conducted to determine how the Indonesian consumer ethnocentric role in moderating influence consumer perception of COO into perceived quality. Research will be focused on the type of electronic product categories of laptops and notebooks. Brand laptop / notebook in question was derived from one of the following countries: USA, Japan, Korea, Taiwan and China. Results show that the data analyst of COO gives a significant effect on the perceived quality in both groups of respondents with high and low levels of ethnocentric. Effect of the COO onto the perceived quality is greater for the low ethnocentric group of respondents (56,6 %) than in the group of high ethnocentric respondents (30,5 %).

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

651.05 PAW j C.1

Penerbit

Bandung : Center for Business Studies – CeBiS Jurusan Ilmu Administrasi Bisnis Fisip Unpar., 2012

Deskripsi Fisik

iv+105 hlm.; 17,5x25 cm

Bahasa

Indonesia

ISBN/ISSN

0216-1249

Klasifikasi

651.05 PAW j C.1

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 8 (1) Maret 2012

Subjek

Perceived Quality
country of origin
consumer ethnocentrism

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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