The Effect of Language Use on Perceived Quality with Perceived Brand Globalness/Perceived Brand Localness as a Mediating Variable: A Research Focused on Indonesia's Rapidly Growing Beauty Market

RACHMA ALYA, Ivan Palko M.Sc.

2024 | Skripsi | MANAJEMEN

Penelitian ini bertujuan untuk mengeksplorasi bagaimana penggunaan dalam bahasa yang berbeda  dapat mempengaruhi persepsi kualitas suatu merek melalui Perceived Brand Globalness/Perceived Brand Localness (PBG/PBL). Penelitian ini menggunakan desain dua kelompok antar subjek untuk menguji hubungan di atas. Data dikumpulkan melalui rangkaian kuesioner yang terstruktur dan dikumpulkan melalui platform survei online, Qualtrics. Dengan fokus khusus pada industri kecantikan Indonesia yang berkembang pesat, penelitian ini menggunakan sampel yang terdiri dari individu berkewarganegaraan Indonesia. Data yang dikumpulkan dianalisis dengan Model 4 PROCESS macro Hayes di SPSS. Hasil dari total 166 sampel yang layak diuji telah menunjukkan bahwa penggunaan bahasa asing menimbulkan dampak langsung terhadap penurunan kualitas yang dirasakan. Namun hal ini juga menimbulkan efek tidak langsung dari PBG yang selanjutnya memberikan dampak positif terhadap peningkatan persepsi kualitas. Investigasi terhadap country-of-origin effects yang berasal dari bahasa yang digunakan dalam merek dimediasikan oleh PBG/PBL dapat menambahkan isi literatur dalam bidang branding skala internasional. Studi ini diakhiri dengan diskusi, implikasi teoritis, dan tindakan manajerial yang dapat diambil untuk memanfaatkan country-of-origin effects yang diakibatkan oleh penggunaan bahasa dalam strategi branding.

This study aims to explore how different languages affect the perceived quality of a brand through the prior formation of perceived brand globalness or perceived brand localness (PBG/PBL). The research employs a two-group between-subjects design to examine the aforementioned relationship. The data were collected through a set of structured questionnaires, collected through an online survey platform, Qualtrics. With a specific focus on the rapidly growing Indonesian beauty industry, this study utilises a sample comprising of individuals of Indonesian nationality. The data collected was analysed with Model 4 of Hayes’ PROCESS macro extension in SPSS. The results from 166 viable samples shows that the use of foreign language leads to a direct effect of decreasing perceived quality. However, it also results into an indirect effect of PBG which subsequently results to an increase in perceived quality. The investigation of country-of-origin effects stemmed from language used on perceived quality that is mediated by PBG/PBL adds to the growing body of international branding literature. This study concludes with a discussion, theoretical implications, and managerial actions that can be taken to leverage country-of-origin effects from language in their branding strategies. 

Kata Kunci : Perceived Quality, Language, Country-of-origin effects, Perceived Brand Globalness, Perceived Brand Localness