Konsekuensi dari country of origin pada produk televisi buatan jepang.
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Ina Octaviana Matusin
Pembimbing 2 : Fatik Rahayu
Kata Kunci : attitude towards the brand, brand image, purchase intention and country of origin
Saat ini file hanya dapat diakses dari perpustakaan.
Status : Lengkap
P enelitian ini mengkaji pengaruh country of origin terhadap purchase intention, brand image, dan attitude towards the brand pada produk televisi Jepang seperti Sharp, Panasonic, Toshiba, dan Sony. Menggunakan metode non-probability sampling dengan 220 responden yang pernah membeli produk televisi Jepang, penelitian ini menemukan bahwa country of origin image berpengaruh positif signifikan terhadap purchase intention, brand image, dan attitude towards the brand. Brand image juga berpengaruh positif signifikan terhadap purchase intention dan attitude towards the brand, namun attitude towards the brand tidak signifikan terhadap purchase intention. Implikasi praktis mencakup peningkatan promosi yang menekankan reputasi Jepang dalam inovasi teknologi dan desain modern produk televisi untuk meningkatkan brand image dan minat beli konsumen. Strategi ini termasuk kampanye iklan, kolaborasi dengan influencer teknologi, dan pameran teknologi untuk memperkuat citra positif televisi Jepang di pasar global.
T his study examines the influence of country of origin on purchase intention, brand image, and attitude towards the brand for Japanese television products such as Sharp, Panasonic, Toshiba, and Sony. Using a non-probability sampling method with 220 respondents who have purchased Japanese television products, the study found that country of origin image has a significant positive impact on purchase intention, brand image, and attitude towards the brand. Brand image also has a significant positive impact on purchase intention and attitude towards the brand, but attitude towards the brand does not significantly affect purchase intention. Practical implications include enhancing promotions that emphasize Japan\\\'s reputation in technological innovation and modern design of television products to improve brand image and consumer purchase intention. These strategies include advertising campaigns, collaborations with technology influencers, and technology exhibitions to strengthen the positive image of Japanese televisions in the global market.
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