Pengaruh Country Of Origin terhadap Perceived Quality Dengan Moderasi Etnosentris Konsumen

Abstract

In recent times, more and more foreign brands fluttering in the Indonesian
market and competing with local brands. Often the consumers give a response on
the country of origin (COO) aspect to provide an assessment of the quality brands
originating from that country. Magnitude of this effect will usually vary depending on
the level of consumer ethnocentric. This study was conducted to determine how the
Indonesian consumer ethnocentric role in moderating influence consumer perception
of COO into perceived quality. Research will be focused on the type of electronic
product categories of laptops and notebooks. Brand laptop / notebook in question was
derived from one of the following countries: USA, Japan, Korea, Taiwan and China.
Results show that the data analyst of COO gives a significant effect on the perceived
quality in both groups of respondents with high and low levels of ethnocentric. Effect
of the COO onto the perceived quality is greater for the low ethnocentric group of
respondents (56,6 %) than in the group of high ethnocentric respondents (30,5 %).
Keywords: Country of Origin, Perceived Quality, Consumer Ethnocentrism