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