Pengaruh brand origin dan product usage experience terhadap persepsi kualitas dan minat beli produk musik = The influence of brand origin and product usage experience towards perceived quality and purchase intention of music products
Sigit Priyono;
Martani Huseini, co-promotor; Effy Zalfiana Rusfian, examiner; Firman Kurniawan Sujono, examiner; Eduard Lukman, examiner
([Publisher not identified]
, 2016)
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ABSTRAK Walau konsep Brand Origin (BO) sudah banyak diteliti, namun masih jarangyang berfokus pada produk experiential seperti musik. Adapun tujuan daripenelitian ini adalah untuk mengetahui pengaruh persepsi BO sebagai faktorobjektif dengan product usage experience sebagai faktor subjektif terhadap minatbeli produk musik yang berasal dari dua BO berbeda, yaitu Indonesia (lokal) danAmerika Serikat (asing). Metode yang digunakan adalah penelitian kuantitatif,dengan mayoritas responden berumur muda berjumlah 137 orang. Data empirisyang dikumpulkan lewat survei digunakan untuk menguji dua set hipotesa terkaitBO Indonesia dan BO Amerika Serikat. Hasil penelitian menunjukkan jikapersepsi BO memiliki pengaruh langsung terhadap persepsi kualitas namun tidakmemiliki pengaruh langsung terhadap minat beli produk musik baik Indonesiamaupun Amerika Serikat. Sedangkan product usage experience memilikipengaruh langsung terhadap persepsi kualitas dan minat beli. Hasil penelitian inijuga menunjukkan jika persepsi kualitas memiliki pengaruh langsung terhadapminat beli produk musik Amerika Serikat namun tidak memiliki pengaruhlangsung terhadap minat beli produk musik Indonesia. ABSTRACT Although the concept of Brand Origin (BO) has been widely studied, but it wasrarely focused on experiential products such as music. The purpose of this study isto investigate the influence of BO perception as an objective factor and productusage experience as a subjective factor to the perceived quality and purchaseintention of music products that come from two different BO, namely Indonesia(local) and the United States (foreign) among Indonesian consumers. The methodused is quantitative research, involving 137 respondents with the majority ofyoung respondents. Empirical data collected via surveys were used to test two setsof hypotheses related to the BO of Indonesia and the United States. The resultsindicated that the BO perception has a direct influence on perceived quality buthas no direct influence on purchase intention both Indonesia and the United Statesmusic products, while product usage experience has direct influence both onperceived quality and purchase intention. The results also demonstrate thatperceived quality has a direct influence on purchase intention of United Statesmusic products, but has no direct influence on purchase intention of Indonesiamusic products. |
 T45582-Sigit Priyono.pdf :: Unduh
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| No. Panggil : | T45582 |
| Entri utama-Nama orang : | |
| Entri tambahan-Nama orang : | |
| Entri tambahan-Nama badan : | |
| Subjek : | |
| Penerbitan : | [Place of publication not identified]: [Publisher not identified], 2016 |
| Program Studi : |
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | unmediated ; computer |
| Tipe Carrier : | volume ; online resource |
| Deskripsi Fisik : | xviii, 180 pages : illustration ; 28 cm + appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| T45582 | 15-17-341468966 | TERSEDIA |
| Ulasan: |
| Tidak ada ulasan pada koleksi ini: 20432552 |
