Peran Country of Origin dan Word of Mouth dalam pembentukan Brand Equity

Sudono, Gracia Octaviani Tan and Anandya, Dudi and Setyawan, Andhy (2017) Peran Country of Origin dan Word of Mouth dalam pembentukan Brand Equity. In: Roundtable for Indonesian Entrepreneur Educator (RIEE) 2017, 9-10 Agustus 2017, Universitas Sumatera Utara Medan.

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Abstract

The purpose of this research is to analyze influence of Country of Origin, Word of mouth, Brand Equity dimensions, and Brand Equity of Toyota’s consumers in Surabaya. The type of this research is basic research with causal purpose and quantitative approach. This study use quota sampling, which is a sampling technique based on control characteristic in accordance with respondents characteristic that the researcher want, and after that quota are determine in order to fulfill minimum requirement to excute the analysis. As for the characteristics of the sample are respondends using Toyota’s car and aged between 20-70 years old. Respondents in this study are 280 peoples. We use SEM (Structural Equation Modeling) with SPSS version 20.0 and AMOS version 21.0. The result sjow that brand awareness affect brand equity negatively, on the other hand brand association, perceived quality, and brand loyalty affect brand equity positively. Country of origin affect brand awareness, brand association, perceived quality, and brand loyalty positively. And word of mouth also affect brand awareness, brand association, perceived quality, and brand loyalty positively. Keywords: country of origin, word of mouth, dimension of brand equity, brand equity

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: country of origin, word of mouth, dimension of brand equity, brand equity
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: DUDI ANANDYA
Date Deposited: 16 Aug 2017 06:45
Last Modified: 16 Aug 2017 06:45
URI: http://repository.ubaya.ac.id/id/eprint/30568

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