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Analisis hubungan aliansi merek lintas negara terhadap sikap konsumen terhadap aliansi merek = Analysis of the effect of cross border brand alliances on attitude toward brand alliance

Mohammad Iman Alamsyah; Ahdia Amini, supervisor; Nurdin Sobari, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

 Abstrak

[ABSTRAK
Umumnya, perusahaan yang berasal dari negara China dipersepsikan oleh konsumen sebagai perusahaan yang kurang kreatif dalam pengembangan produkproduknya.
Salah satu usaha untuk mengubah persepsi konsumen tersebut adalah dengan melakukan aliansi lintas negara. Untuk itu, penelitian dilakukan guna mengetahui bagaimana hubungan aliansi lintas negara terhadap sikap konsumen terhadap merek perusahaan yang berasal dari China. Penelitian dilakukan dengan melibatkan 170 responden. Dalam penelitian ini digunakan lima buah variabel, yaitu attitude, brand fit, product fit dan country of origin fit.

ABSTRACT
Generally, companies from China are perceived by consumers as less creative in the development of its products. One attempt to change the perception of the
consumer is to do a cross-country alliances. To that end, research was conducted to determine the influence of trans-national alliances against consumer attitude of the company that comes from China. The study was conducted involving 170 respondents. This study used five variables, namely attitude, brand fit, product fit,
and country of origin fit.;Generally, companies from China are perceived by consumers as less creative in the development of its products. One attempt to change the perception of the
consumer is to do a cross-country alliances. To that end, research was conducted to determine the influence of trans-national alliances against consumer attitude of the company that comes from China. The study was conducted involving 170 respondents. This study used five variables, namely attitude, brand fit, product fit,
and country of origin fit., Generally, companies from China are perceived by consumers as less creative in the development of its products. One attempt to change the perception of the
consumer is to do a cross-country alliances. To that end, research was conducted to determine the influence of trans-national alliances against consumer attitude of the company that comes from China. The study was conducted involving 170 respondents. This study used five variables, namely attitude, brand fit, product fit,
and country of origin fit.]

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 Metadata

No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : Salemba: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xv, 71 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
T-Pdf 15-17-544571102 TERSEDIA
Ulasan:
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