PENGARUH CITRA COUNTRY OF ORIGIN TERHADAP REPURCHASE INTENTION YANG DIMEDIASI OLEH BRAND EQUITY (studi kasus pada pengguna produk elektronik buatan Jepang di kota Solo)

PERMADI, YUSUF SETYA (2011) PENGARUH CITRA COUNTRY OF ORIGIN TERHADAP REPURCHASE INTENTION YANG DIMEDIASI OLEH BRAND EQUITY (studi kasus pada pengguna produk elektronik buatan Jepang di kota Solo). Other thesis, UNIVERSITAS SEBELAS MARET.

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    Abstract

    affects repurchase intention which is meditated by brand equity. Researcher observes the competition in globalization era demands the company to expand strategies to compete especially in marketing sector. Reseacher thinks that making an unbreakable brand will persuade the consumers and develop the understanding of the way consumers make the decision to repurchase products of a company. This research has survey method by using questionnaire as an instrument for gathering primary data. Population target in this research is Brand Oriented Solonese Users of electronic products (television, refrigerator, and air conditioner) made in Japan. The sample of this research is 150 respondents. Sampling technique of this research is nonprobability sampling that is convenience sampling. The result using Structural Equation Model (SEM) which examines hypothesis in this research concludes that brand equity affects repurchase intention and brand’s country of origin image affects brand equity, whereas for contribution of meditation, brand equity meditates totally the influence of brand’s country of origin image toward repurchase intention. Practical implication of this research is that the company is demanded to obviously formulate brand identity through brand’s country of origin image in detail. Proper brand identity is going to be crucial since it affects brand awareness of a product creating brand equity. Unbreakable brand equity then will persuade consumers to do repurchase (repurchase intention). Keyword: country of origin, repurchase intention, brand equity, brand loyalty, brand awareness, brand distinctiveness, brand association, electronic product, Solo.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Noreka Destiana
    Date Deposited: 17 Jul 2013 18:54
    Last Modified: 17 Jul 2013 18:54
    URI: https://eprints.uns.ac.id/id/eprint/5749

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