PENGARUH COUNTRY-OF-ORIGIN TERHADAP

DWI RAHMAYATI, Yulia Arisnani Widyaningsih, M.B.A, Ph. D.

2016 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan untuk meneliti adanya pengaruh country-of-origin terhadap industrial brand equity. Penelitian dilakukan terhadap 60 responden yang merupakan konsumen B2B PT Grundfos Pompa. Pengujian hipotesis dalam penelitian ini menggunakan SEM PLS (Partial Least Square) melalui bantuan software Smart PLS3. Hasil penelitian menunjukkan bahwa country of origin tidak memiliki pengaruh yang bermakna terhadap industrial brand equity. Hasil pengujian hipotesis menunjukkan bahwa country-of-origin berpengaruh secara positif terhadap perceived quality, brand awareness dan brand loyalty. Hasil penelitian juga menunjukkan bahwa brand loyalty dan perceived quality berpengaruh secara positif terhadap industrial brand equity sedangkan hasil pengujian hipotesis menunjukkan bahwa brand awareness tidak memiliki pengaruh yang signifikan terhadap industrial brand equity.

The objective of this research is to examine country-of-origin effects to industrial brand equity. 60 respondents were chosen as sample and they are B2B customer of PT Grundfos Pompa. This study surveyed using SEM PLS (Partial Least Square) with SMART PLS3 software. The finding is that country-of-origin has no significant effect on industrial brand equity while country of-origin has a positive effect on perceived quality, brand awareness and brand loyalty. The finding also shows that brand loyalty and perceived quality have positive effects on industrial brand equity while brand awareness has no effect on industrial brand equity.

Kata Kunci : Negara asal produk, ekuitas merek, persepsi kualitas, kesadaran merek, loyalitas merek, Pemasaran Bisnis ke Bisnis/Country-of-origin, industrial brand equity, perceived quality, brand awareness, brand loyalty, B2B/Country-of-origin, industrial brand equit