BRAND ORIGIN DAN PERSEPSI KONSUMEN TERHADAP KUALITAS PRODUK SMARTPHONE ANDROID

Tchang, Paus Peterson (2014) BRAND ORIGIN DAN PERSEPSI KONSUMEN TERHADAP KUALITAS PRODUK SMARTPHONE ANDROID. S2 thesis, UAJY.

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Abstract

This research aims to find out how respondents perceived quality of smartphone android brand origin from Japan, Indonesia, and South Korea. The population in this research is the users of smartphone android in Yogyakarta. The sample used was 200 students of 5 universities in Yogyakarta, such as UAJY, UII, UNY, UMY and USD. Tools analyze for 4 hypotheses in this research use paired sample t-test, independent sample t-test, and simple regression linear. The result of this research yields that the respondents use the perception of brand origin in deciding perceived quality of the product. The higher GDP of the brand origin country, the respondent evaluation of quality is better. This research shows that ethnocentrism has a good influence and significant toward the perception of the smartphone android from Indonesian brand origin. Practical implication from this research is smartphone companies which located in the countries that have positive associations should make the communication process that shows where the origin of their brand, so costumers know it.

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