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Erna Listiana Sri Syabanita Elida, Erna Listiana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Pengaruh Country Of Brand Dan Country Of Manufacture Terhadap Asosiasi Merek (Studi Pada Pelanggan Produk Elektronik) Sri Syabanita Elida, Erna Listiana
Media Ekonomi dan Manajemen Vol 29, No 1 (2014): Upaya Peningkatan Asosiasi Merek, Kinerja Karyawan, dan Kinerja Perusahaan
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (499.283 KB) | DOI: 10.24856/mem.v29i1.215

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.
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