EFEK MODERASI COUNTRY OF ORIGIN PADA PENGARUH KUALITAS PRODUK DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP TOSHIBA

Erdawati Erdawati, Asraf Asraf

Abstract


On mobile computers market in Indonesia, including in Simpang Empat West Pasaman, there are many product from many country by various brands. The high competition requires manufacturers and distributors to implement the marketing strategies. To implement these strategies required a good understanding of the factors that influence the decision purchase. This study analyzed the moderating effect of country of origin variable on the influence of product quality and brand equity on Toshiba purchasing decisions in Simpang Empat Pasaman Barat. This studies show that the product and brand equity as partially or simultaneously positive and significant influence on purchasing decisions. Country of origin moderated the influence of the quality of products on purchasing decisions and also brand equity influence on purchasing decisions. The results of this study imply that in order to improve the purchase decision of Laptop Toshiba, can be done by increasing again product quality and brand equity. Special to the store vendors, recommended to sell products made in Japan as a priority, because the computers made in Japan is perceived as a high quality product.

Keywords: Product, Brand Equity, Country Of Origin and Purchase Decision

Full Text:

PDF

References


Aaker, David A (1991), Managing Brand Equity: Capitalizing on the value of brand name, The Free Press, New York.

Arianis Chan (2010), Pengaruh Ekuitas merek terhadap Proses Keputusan Pembelian Konsumen : Studi Kasus Bank Muamalat Indonesia cabang Bandung, Bandung: Jurnal Administrasi Bisnis, Volume 6. Nomor 1.

Assael, Hendry, 1998, Consumer Behavior and Marketing Action, 6th edition, International Thomson Publishing, Boston, USA.

Baron, Reuben M and Kenny, David A (1986), The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, Journal of Pe~nality and Social Psychology Copyright 1986 by the American Psychological Association, Vol. 51, No. 6.

Boonghee Yoo and Naveen Donthu (1999), Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Research, ELSEVIER, USA.

Dharmmesta, Swasta B., dan Hani Handoko (1991), Manajemen Pemasaran: Analisa Perilaku Konsumen, Liberty Offset. Yogyakarta.

Durianto, Darmadi., Sugiarto & Tony Sitinjak., 2001, Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, Jakarta: Gramedia Pustaka Utama.

Dostar M, M. Kazemi, Maryam, Imam Abadi dan Kazemi, Reza, Imam Abadi (2012), Impact of Brand Equity on Purchase Decision of Final Consumer Focusing on Products with Low Mental Conflict, Guilan Iran: Journal of Basic and Applied Scentific Research.

Fadli dan Inneke Qomariah (2008), Analisa Pengaruh faktor-faktor Ekuitas Merek sepeda motor Honda terhadap Keputusan Pembelian (Studi Kasus pada Universitas Sumatera Utara). Medan: Jurnal Manajemen Bisnis, Volume 1, Nomor 2.

Hafrizal Okta Ade Putra (2012), Pengaruh Bauran Pemasaran Jasa terhadap Keputusan Pembelian Kartu Perdana Prabayar XL di Kota Padang. Padang : Jurnal Manajemen dan Kewirausahaan, Volume 3, Nomor 1.

Hermawan Kertajaya (2004), Hermawan Kertajaya on Marketing Mix, Jakarta, PT. Gramedia Pustaka Utama.

Kotler, Philip (2000), Marketing Management, The Millenium Edition, New Jersey: Prence-Hall, Inc.

Kotler, Philip dan Amstrong, G (1996), Dasar-dasar Pemasaran Jilid2, Edisi Ketujuh, Jakarta : Erlangga.

Kotler, P., Keller, Kevin Lane,. (2007). Manajemen Pemasaran II edisi duabelas. Jakarta: PT. Indeks.

Kotler, Philip dan Keller, Kevin Lane (2011), Manajemen Pemasaran, Jilid I, Jakarta : PT. Erlangga.




DOI: https://doi.org/10.31846/jae.v4i2.153

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

e-Jurnal Apresiasi Ekonnomi Indexed by:

 

        Â