PENGARUH CITRA NEGARA ASAL PADA EKUITAS MEREK YANG DIMODERASI OLEH KATEGORI PRODUK DAN DIMEDIASI OLEH DIMENSI EKUITAS MEREK
| Main Authors: | , Endah Pri Ariningsih, SE., , Prof. Dr. Basu Swastha Dh., MBA. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2011
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/97219/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53991 |
Daftar Isi:
- This study aims to examine the effect of country of origin image on brand equity either directly or through its dimensions on the category of motorcycle products that represent a powerful product that is associated with a particular country and category of mobile phone products that represent products that are not strongly associated with a particular country. The hypothesis was tested quantitatively by using the data obtained through the survey in the 2x241 respondents. Validity testing conducted by Confirmatory Factor Analysis (CFA) while the reliability testing performed by the item to total correlation and Cronbach's alpha. Meanwhile, to test the influence between variables in the study used a simple linear regression, analysis of sub-group, Hierarchical Moderated Regression Analysis and moderated Mediating Analysis (MODMED). This study found that the image of the country of origin have a significant effect on brand equity either directly or indirectly (through its dimensions), while for testing moderation is done by comparing product categories motorcycles and cell phones reveal any differences in the influence of country image on brand equity , brand association, perceived quality and brand loyalty but not on brand awareness, but it was found that only the perceived quality of the course which proved to be mediating the effect of country of origin image on brand equity if the relationship is moderated by product category.