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.
Full Text:
PDF (Bahasa Indonesia)DOI: http://dx.doi.org/10.24856/mem.v29i1.215
Article Metrics
Abstract view : 760 timesPDF (Bahasa Indonesia) - 0 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2016 Media Ekonomi dan Manajemen
This work is licensed under a Creative Commons Attribution 4.0 International License.