JURNAL MANAJEMEN BISNIS
Vol. 9 No. 2 (2022): September

The Effect of Country-of-Origin Brand Image and Brand Product on Attitude in Choosing Smartphone Products

Ahmad Firman (ITB Nobel Indonesia)

Article Info

Publish Date
12 Sep 2022

Abstract

The purpose of this study is to analyze and investigate the relationship between country of origin and brand variables on consumer attitudes. The sample selection used a student sample from ITB Nobel Indonesia students, totaling 343 samples. The results of the study state that the country of origin has a positive and significant effect on consumer attitudes, as well as brands which also have a positive and significant effect on consumer attitudes.

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Journal Info
JURNAL MANAJEMEN BISNIS
Website

Abbrev

JMB

Publisher

Universitas Muslim Indonesia

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen, Bisnis pertama kali diterbitkan pada tahun 2014. Jurnal Manajemen Bisnis adalah jurnal ilmiah yang memuat artikel-artikel studi baik empiris maupun konseptual yang berkaitan dengan Keuangan, Pemasaran, Sumberdaya Manusia, Operasional, Strategi, Sistem Informasi , e-Business dan ...