Tesis ini membahas pengaruh country of origin dan country of manufacture / assembly terhadapat persepsi konsumen pada atribut kualitas dan harga. Perkembangan dan persaingan Global mengakibatkan banyak perusahaan yang memindahkan basis produksinya ataupun assemblinya ke cina untuk dapat menghasilkan produk yang lebih kompetitif dari segi harga namun kadang kualitas yang dirasa menjadi menurun. Hal ini dapat dilihat bahwa alat ukur dimensi produksi Jepang, Jerman dan Amerika yang pada prinsipnya memilik kualitas yang relatif tinggi dibenak konsumen, menjadi rendah kualitasnya dalam persepsi konsumen setelah diproduksi di Cina. Namun begitu, praktek di lapangan, efek country of origin nya cukup kuat sehinnga kadang menutupi efek country of manufacture nya karena tiap manufacturer (khususnya yang memilki basis produksi dan assembly di Cina) berusaha lebih menonjolkan kesan country of origin nya. Oleh karena itu, untuk produk industri seperti alat ukur dimensi, suatu keuntungan yang bisa ditonjolkan jika basis diproduksi atau diasembli di negara yang sama dengan country of origin-nya. Mereka dapat mencantumkan ?manufacture / assembly in Japan/Jerman/Amerika? sebagai salah satu cara untuk memposisikan produk mereka di benak konsumen.

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The focus of this study to learn and analyze the effect of country of origin and country of manufacture / assembly in consumer (industry) perception which concentrate more on quality and price perception. Global condition with high competition among the player in industry make many international company shift their production or assembly facility to China in order to produce more competitive products but however customers has perception that declining of quality as trade off for this decision. We can learn from this study that measuring equipment from Japan, German, America that well-known as country that produce high and reputable quality, become low quality in customer perception after they manufacturing or assembly in China. But in practical, effect of country of origin is quite strong to cover the effect of country of manufacture / assembly which somehow customer can?t realize due to manufacturer that have basis in China try to manipulate their mind set by emphasis more on their original country of origin. So, for the manufacturer that still produce in their original country of origin, they have benefit to emphasis more on this country of origin and they can use as their positioning in customer mind set.