Pengaruh country of of origin terhadap perceived quality :: Studi kasus Handphone produksi 5 negara Finlandia, Jerman, Korea Selatan, Jepang dan USA

RAMONA T.S., Yunita, Prof.Dr. Dibyo Prabowo, MSc

2004 | Tesis | Magister Manajemen

Keterbatasan informasi tentang produk baik atribut instrinsik dan ekstrinsik dapat membuat konsumen menentukan pilihan mereka berdasarkan sesuatu yang lebih mudah dipahami yaitu negara asal atau country of origin dari suatu produk. Karenanya penelitian ini berusaha meneliti tentang pengaruh country of origin terhadap perceived quality, studi kasus handphone yang diproduksi oleh 5 negara yaitu: Finlandia, Jerman, Korea Selatan, Jepang dan USA. Tujuan dari penelitian ini adalah untuk mengetahui Brand Awareness merek handphone, perbedaan persepsi kualitas handphone secara umum terhadap kelima Negara asal dan untuk mengetahui peringkat persepsi responden atribut persepsi kualitas (technology, design, prestige & workmanship) handphone dari kelima negara tersebut. Penelitian menggunakan ANOVA karena merupakan alat analisis yang menguji signifikansi perbedaan yang terjadi antara dua rata-rata sampel atau lebih. Dari hasil penelitian Nokia menempati urutan pertama sebagai TOM (top of mind), peringkat kedua ditempati oleh tiga merek sekaligus Siemens, Sony Ericsson& Motorolla, Samsung diperingkat ketiga, dan Philips diperingkat terakhir. Pengukuran Brand Recall kesatu Sony Ericsson, dan Samsung menduduki peringkat pertama untuk Brand recall kedua. Untuk persepsi kualitas handphone secara keseluruhan disimpulkan terdapat perbedaan persepsi yang signifikan untuk tiap negara. Peringkat persepsi kualitas handphone per atribut perceived quality kelima Negara yaitu Technology, Design, Prestige&Workmanship, Finlandia selalu menempati urutan paling atas pada keempat atribut. Pada urutan nomor 2 terjadi persaingan ketat antara Jerman & KorSel. Untuk technology&workmanship Jerman diposisi nomor 2 setelah Finlandia, namun untuk design&prestige KorSel lebih unggul dari Jerman. Urutan terakhir selalu ditempati oleh Jepang. Untuk persepsi kualitas handphone atribut perceived quality (technology, design, prestige&workmanship) disimpulkan terdapat perbedaan persepsi yang signifikan oleh responden terhadap kelima negara: Finlandia, Jerman, Korea Selatan, Jepang dan USA . Kelima negara tersebut memiliki nilai probabilitas <0,05 yaitu Ho ditolak berarti nilai rata-rata perceived quality kelima negara tidak sama, sehingga (coo) berpengaruh terhadap perceived quality

extrinsic attribute, consumers tend to make a choice and decision based on country of origin (‘made in’ country) that produce a certain product. This research planned to examine does country of origin effect on perceived quality?, case study: handphone made in 5 countries, those are Finlandia, Jerman, Korea Selatan, Jepang & USA. The purposes of this research are knowing Brand Awareness for handphone’s brand, the different of perceived quality’s of handphone from five countries of origin in a general perspective and to find out the rank of respondent’s perceived quality’s attribute of handphone from those five countries. Mean of measurement is ANOVA because it’s enable researcher to test significances of differences between two samples or more. Finally, the conclusions mention that Nokia rank at the first as a TOM (top of mind) brand, Surprisingly, Siemens, Sony Ericsson and Motorolla are in the second position, and these three brands is mention equally with respondents. Samsung in third position & Philips are in the last position. Brand recall is the brand that’s being mention the first time after TOM. Brand Recall one measurement held by Sony Ericsson, Brand recall two held by Samsung. It’s been proved that there are significant differences on how respondent perceived handphone quality for each country. The rank of perceived quality average value for each perceived quality’s attribute (Technology, Design, Prestige and Workmanship) from those five countries, Finlandia always in the first place in the four attributes, For second place there a tight competition between Jerman & Korea Selatan, While for attribute technology & workmanship Jerman lies in the second position after Finlandia, but for design and prestige Korea Selatan lies in the second position after Finlandia. Japan is always at the last rank. For handphone’s perceived quality attributes (technology, design, prestige and workmanship), there are significant differences between those five countries. The five countries probability’s value < 0,05 which mean Ho is being rejected, perceived quality’s value for each country are not the same (country of origin does effect on perceived quality) Key words: Country of origin, image, perceived quality, brand awareness

Kata Kunci : Manajemen Pemasaran,Ekuitas Merk,Pemasaran Global