Pengaruh Country Of Brand Dan Country Of Manufacture Terhadap Asosiasi Merek (Studi Pada Pelanggan Produk Elektronik)

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Country of Brand dan Country of Manufacture terhadap Asosiasi Merk. Sampel penelitian ini adalah pelanggan merek produk elektronik di kota Pontianak yang membeli produk elektronik kategori TV sebanyak 100 orang responden, yang diperoleh dengan convinience sampling. Analisis data dilakukan  menggunakan analisis regresi berganda dengan bantuan  SPSS versi 17. Hasil penelitian memperlihatkan bahwa country of brand dan country of manufacture berpengaruh positif dan signifikan terhadap asosiasi merk.

Kata kunci: country of brand,  country of manufacture, asosiasi merk

Abstract

This study aimed to analyze the influence of Country of Brand and Country of Manufacture On Brand Association. The sample was customer brand electronic products in Pontianak who buy electronic products category TV 100 respondents, which is obtained by sampling convinience. Data analysis was performed using multiple regression analysis using SPSS version17. Results of the study showed that the country of brand and country of manufacture had positive and significant effect on brand associations.

Keywords: country of brand, country of manufacture, brand associations.