Persepsi Konsumen atas Merek Lokal dan Asing Pada Kategori Produk Hedonik dan Utilitarian

Kussudyarsana Kussudyarsana(1*)

(1) Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta Telp. (0271) 717417 ext 211 Jl. A. Yani Pabelan Kartasura Surakarta
(*) Corresponding Author

Abstract

The objective of the research is to examine the relationship between perception of local and foreign brand toward quality product and price dimension. In order to investigate the perception toward local and foreign branding, this study used  hedonic and utilitarian product. This research used questionnaire to obtain the data. One hundred samples through convinience sampling were used in this research. The result indicate that foreign brand was high score in the perception of quality and price.  The study also found that there was significance differences of perception of price among local and foreign brand.

Keywords

Price, Quality, Utilitarian, Hedonic, Local Brand, Foreign Brand

Full Text:

PDF

References

Aaker, David A, Kumar, V. And Day, George S (2001), Marketing Research, Seventh Edition, New York, USA: John Wiley and Son. Inc.

Assael, Henry (1998), Consumer Behavior & Marketing Action, 6th, Ed. Cincinati, Ohio,: South-Wetern College Publishing.

Cooper, D.R., and Emory, C.W. Business Research Methods, Irwin, USA, 1995.

Ciptono, Fandy, (2005), Manajemen Pemasaran Global, Andi Offset, Jogjakarta.

Czinkota, M.R., & Rainkannen, LA(1996), Global Marketing, International Edition,

Orlando, Dryden Press.

Khasali, Rheinald (2003), “ Fenomena Pop Marketing dalam konteks Pemasaran di Indonesia,” Usahawan & Manajemen, No 9, Vol XXXII (September):3:14.

Lestari, Ika , Windy (2002), Penggunaan Asing Pada Produk Hedonik, Utilitarian, dan Hybrid, Skripsi UGM, tidak dipublikasikan.

Lecrec, Peabody and Smith, (1994), “ Foreign Branding in Utilitarian and Hedonic Product”, Journal of Marketing.

Kotler, Philips (2000), Marketing Management, Millenium Edition, New Jersey, USA; Prentice Hall.

Schifman, Leon & Kanuk (1995), consumer Behavior, International Edition, Prentice Hall, Singapore.

Sekaran, U., (1992), Research Method for Business, Second edition, New York, John Wiley and Sons.

Temporal, Paul (2000), Branding in Asia, New York, John Wiley and Sons, Inc

DOI: 10.23917/benefit.v1i1.2365

Article Metrics

Abstract view(s): 1280 time(s)
PDF: 13935 time(s)

Refbacks

  • There are currently no refbacks.