COUNTRY OF ORIGIN EFFECT AN EMPIRICAL STUDY OF STEEL INDUSTRY IN INDONESIA

GHANIYYU RAHMANI, John Suprihanto, Dr., M.I.M,

2020 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

The purpose of this thesis was to investigate how the buyers in the Indonesia market perceive country of origin (COO) and whether the COO has an influence on product quality, price, and brand equity. To attain the purpose of the thesis a concurrent mixed method using both qualitative and quantitative data collection and analysis was conducted. The qualitative approach entailed in-depth interviews with 4 industry buyers whilst the quantitative used a survey to gain opinions of 152 business to business buyers based on the questionnaire developed by the authors. The respondents were selected through purposive sampling. The major data analysis technique with path analysis modeling. The path analysis modeling showed that country of origin effects on product quality and price the significant, and that brand equity is significantly influenced by country of origin, product quality, and price. The findings from the thesis showed that country of origin is a significant effect on product quality and price. In addition, country of origin, product quality, and price directly effect on brand equity. For purchasing managers and project managers, the thesis provides evidence that brand equity should be sourced from both company and country as country of origin can achieve a superior product and price in the eyes of business to business buyers

The purpose of this thesis was to investigate how the buyers in the Indonesia market perceive country of origin (COO) and whether the COO has an influence on product quality, price, and brand equity. To attain the purpose of the thesis a concurrent mixed method using both qualitative and quantitative data collection and analysis was conducted. The qualitative approach entailed in-depth interviews with 4 industry buyers whilst the quantitative used a survey to gain opinions of 152 business to business buyers based on the questionnaire developed by the authors. The respondents were selected through purposive sampling. The major data analysis technique with path analysis modeling. The path analysis modeling showed that country of origin effects on product quality and price the significant, and that brand equity is significantly influenced by country of origin, product quality, and price. The findings from the thesis showed that country of origin is a significant effect on product quality and price. In addition, country of origin, product quality, and price directly effect on brand equity. For purchasing managers and project managers, the thesis provides evidence that brand equity should be sourced from both company and country as country of origin can achieve a superior product and price in the eyes of business to business buyers

Kata Kunci : country of origin, product quality, price, brand equity, business to business Buyers