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"Persaingan pasar global semakin kompetitif, begitu juga dengan industri otomotif Indonesia yang diperkirakan akan tumbuh positif di 2019. Kini produsen mobil asal Cina turut bersaing untuk memasarkan produknya di Indonesia. Country image merupakan salah satu hal penting yang konsumen pertimbangkan untuk mengevaluasi kualitas dari sebuah produk. Sebelumnya konsumen Indonesia menganggap produk otomotif asal Cina merupakan produk murahan yang berkualitas rendah, namun kini anggapan tersebut kian bergeser. Salah satu produsen mobil asal Cina, DFSK (DongFengSokon) pada pertengahan 2018 memperkenalkan salah satu produk SUV-nya yaitu DFSK Glory 580. Bersamaan dengan hal tersebut, perusahaan juga menggunakan strategi pemasaran dengan menggunakan celebrity endorser yaitu Agnez Monica yang diklaim dapat mencerminkan citra dari produk DFSK Glory 580. Penelitian ini bertujuan untuk mengidentifikasi dampak country image yang terbagi dalam cognitive country image dan affective country image terhadap product image serta purchase intention. Selain itu, penelitian ini juga mengidentifikasi success driver dari strategi celebrity endorser terhadap purchase intention produk DFSK Glory 580. Sampel yang digunakan dalam penelitian ini adalah 211 responden yang berdomisili di Jakarta dan sekitarnya, dan data diolah melalui Structural Equation Modeling dengan software AMOS 23. Hasil penelitian menunjukkan bahwa kedua komponen kognitif dan afektif pada country image memiliki pengaruh signifikan terhadap product image, begitu juga dengan product image terhadap purchase intention. Dan ketiga faktor pendorong kesuksesan strategi celebrity endorser yang berpengaruh signifikan terhadap purchase intention adalah attitude toward brand, familiarity of the brand, dan brand fit of the endorser and the brand.

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The global market competition is getting intense, as well as the automotive industry in Indonesia that has been predicted will grow positively in 2019. Today, Chinese car manufacturers flock to market their products in Indonesia. Previously, consumers perception about Chinese automotive products were considered as low quality inexpensive products, but now the trend is shifting. Country image become one of the important things for consumer to evaluate the quality of products. In the middle of 2018 DFSK (DongFengSokon), one of Chinese car manufacturer launched their SUV product, DFSK Glory 580. In conjunction with the launch of their new product, DFSK also took Agnez Monica as the celebrity endorser to promote and also be the reflection of their products. The purpose of this study is to investigate the impact of country image (cognitive and affective) toward product image and purchase intention. And also investigate the success driver of marketing strategy by using celebrity endorser on purchase intention of DFSK Glory 580. There are 211 respondents domiciled in Jakarta and surround areas that participated in this survey. The data processed with Structural Equation Modeling through AMOS 23 software. The study shows both two components of country image cognitive and affective has significant impact to product image, and also product image to purchase intention. And there are three out of four  endorsers success driver that has significant impact to purchase intention of DFSK Glory 580, they are attitude toward brand, familiarity of the brand, and brand fit of the endorser and the brand."

"Penelitian ini bertujuan untuk meneliti pengaruh kognitif dan afektif dari country image kepada repurchase intention konsumen terhadap produk skin care dari Korea Selatan. Beberapa tahun belakangan ini dunia Korea semakin dikenal dan mendunia, khususnya dibidang entertainment. Banyak pengaruh yang datang dari musiknya yaitu melalui boyband dan girlband nya, serta drama Korea yang sangat menarik perhatian berbagai orang. Tujuan dari penelitian ini untuk melihat adanya pengaruh dari demam Korea atau Hallyu Wave, yang masuk ke Indonesia dan mempengaruhi pembelian dari konsumen-konsumennya terkait dengan produk skin care. Hasil dari penelitian ini membuktikan bahwa yang dapat mempengaruhi repurchase intention dari produk skin care Korea Selatan ternyata bukan hanya dari country image, melainkan dari beberapa variabel juga seperti product image, word of mouth, dan perceived price.

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This study is intended to see if there are cognitive and affective infulences from country image to repurchase intention of customers toward skin care product from South Korea. A few years back in the beauty world of korea, it is getting more well known globally, especially in the entertainment field. A lot of influences are coming from the music through their boybands and girlbands, also the famous Korean Drama that attracts a lot of intention from the people. The purpose of this study is to see if there is an influence from Korean Fever or Hallyu Wave, that goes into Indonesia and the effect of buying from the custumers regarding the skin care product. The results of this study proves the one who can influence repurchase intention for skin care product from South Korea is not just from country image itself, however through several variables like product image, word of mouth, and perceived price."

"ABSTRAK

Produk “Made in China masih menjad kontroversi dalam hal kepercayaan konsumen. Persepsi masyarakat akan china diyakini mempengaruhi persepsi konsumen terhadap produk China itu sendiri. Tujuan dari skripsi ini adalah untuk melihat pengaruh perubahan China dalam bidang politik, ekonomi, dan teknologi dalam 10 tahun teraki, dan hubungannya dengan niat konsumen untuk membeli notebook “Made In China”. Ada enam hipotesis yang dapat diturunkan dari tiga kondisi yang kemudian hipotesis diuji menggunakan analisis regresi. Hasil penelitian empiris menunjukan penurunan pelanggaran terhadap hak-hak buruh, stereotip produk biaya rendah, peningkatan kualitas produk,dan peningkatan kemajuan teknologi memang memiliki dampak yang signifikan terhadap niat beli untuk notebook “Made in China”.

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ABSTRACT

The “Made in China” products are still being a controversy in terms of consumer’s trust for buying the products. The China’s images as a country are believed influencing the consumer’s perception toward Chinese products. The purpose of this paper is to see the influence of China’s changes in political, economic, and technological conditions in the past 10 years to purchasing intention for notebooks “made in china”. There are six hypotheses that can be derived from those three conditions, which then the hypotheses are tested by using regression analysis. The results of the empirical research show a decrease of violation toward labor rights, the stereotype of low cost product, the improvement of product quality, and the increase of technological advancement do have significant impact on purchase intention for notebook “made in China”.

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"Tujuan dari studi ini adalah untuk meneliti apakah komponen dari country image, yaitu cognitive country image dan affective country image serta subjective knowledge memiliki pengaruh terhadap attitude mengkonsumsi makanan asing serta apakah attitude mengkonsumsi makanan asing berpengaruh terhadap intention mengkonsumsi makanan asing. Data untuk riset ini diperoleh dengan teknik sampel convenience sampling dan warga Jabodetabek menjadi sampel. Tes hipotesis dilakukan mengunakan structural equation modeling (SEM) yang di olah dengan software LISREL 8.50. Riset ini mengunakan makanan Korea dan Jepang sebagai objek riset, dikarenakan Korea Selatan dan Jepang sedang gencar mempromosikan budaya nya, termasuk makanan yang berasal dari negara mereka. Hasil dari riset ini menunjukan bahwa cognitive country image memiliki pengaruh positif terhadap affective country image; affective country image memiliki pengaruh positif terhadap attitude mengkonsumi makanan asing; subjective knowledge memiliki pengaruh positif terhadap attitude mengkonsumsi makanan asing dan attitude mengkonsumsi makanan asing memiliki pengaruh positif terhadap intention mengkonsumsi makanan asing. Hasil yang terdapat di penelitian ini diharapkan dapat berguna untuk penelitian-penelitian berikut nya yang membahas kasus ini dan juga memberikan dampak positif kepada perusahaan makanan yang menjual makanan Korea atau Jepang yang mengandalkan pemakaian country image untuk pemasaran produk makanan.

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The purpose of this study is to recognize how the cognitive and affective components of country image as well as subjective knowledge impact the attitude towards consuming foreign foods, which impacts the intention to try foreign foods. Convenience sampling was used and residents of the Greater Jakarta (Jabodetabek) are used as the samples for this research.

The hypotheses are tested using structural equation modeling (SEM) using LISREL 8.50. This research used Korean and Japanese food as the research object, as South Korea and Japan have been actively promoting its culture, including food in overseas market.

The results show that a cognitive country image positively affects affective country image; affective country image positively influences attitude to consume foreign foods; subjective knowledge positively influences attitude to consume foreign foods and attitude to consume foreign foods positively influences the intention to try foreign foods.

The findings in this research are useful for further research in this topic and also benefit food companies selling Korean or Japanese food that uses country image association as a marketing tool for their food products."

"This study generally aims to analyze how the preferences of Indonesian as a customer in consuming local and imported products. The specific purpose of this study is to confirm measurement tools of the customer perceived brand equity, which are product country image, culture, marketing mix, and product quality. The result of this study indicates that Indonesian consider much about the marketing mix and product quality, while not so much considering culture.The product country image on the other hand gives the opposite effect. It is significantly related but has negative impact to the customer preference. This study is expected to provide insight on factors that contribute to form customer preference, consumption, and behavior in consuming local and imported product. It is expected that this study can bring impact in increasing local product competitiveness so that local and imported product could compete equally. / "

"Penelitian ini bertujuan untuk mengetahui peran etnosentrisme konsumen, citra negara, citra produk skincare Korea, pengetahuan subjektif dan appearance consciousness dalam memprediksi minat konsumen dalam membeli produk skincare impor menggunakan theory of planned behavior. Sampel yang digunakan dalam penelitian ini merupakan 719 penduduk Indonesia dengan rentang usia 18 tahun keatas yang pernah menggunakan skincare Korea dan berpartisipasi dalam penelitian ini menggunakan survei online. Penelitian ini menggunakan Structural Equation Modeling (SEM) dalam mengolah data. Hasil penelitian ini menunjukan bahwa etnosentrisme memiliki efek negative terhadap keinginan untuk membeli skincare korea, tetapi citra skincare Korea, pengetahuan subjektif dan appearance consciousness secara positif mempengaruhi minat untuk membeli produk skincare Korea. citra negara memberikan dampak positif pada citra skincare Korea begitupula dengan sikap konsumen dan perchieve behavior control memiliki dampak positif pada keinginan untuk membeli skincare Korea. Hal ini dapat disimpulkan bahwa semakin baik citra negara Korea dimata konsumen maka citra produk skincare Korea akan ikut meningkat dan meningkatkan sikap pembelian konsumen yang akan mendorong keinginan untuk membeli produk dari negara tersebut sedangkan jika konsumen memiliki tingkat etnosentrisme yang tinggi maka sikap pembelian konsumen akan rendah dan menurunkan keinginan untuk membeli skincare dari negara pengimpor.The purpose of this study is to examine the role of consumer ethnocentrism, country image, Korean skincare image, subjective knowledge and appearance consciousness in predicting consumer purchase intention of imported skincare products using theory of planned behavior. The sample used in this study was 719 Indonesian consumers from 18 year old and above who have purchased Korean skincare participated in this study using an online survey. This research uses Structural Equation Modeling (SEM) in processing data. The results of this study indicate that consumer ethnocentrism had a negative effect on the intention to purchase Korean skincare, but the image of Korean skincare products, subjective knowledge and appearance consciousness positively affected intention to purchase Korean skincare products. Country image had a positive effect on the image of Korean skincare products as well as purchase attitudes and perceived behavior control had a positive effect on the intention to purchase Korean skincare. It can be concluded that the better the country image of Korea in the eyes of consumers, the image of Korean skincare products will also increase and increase consumer purchasing attitudes that will encourage the desire to buy imported products whereas if consumers have a high level of ethnocentrism, consumer purchasing attitudes will be low and reduce the desire to buy skincare from the importing country."