Analisis Citra Merek Berdasarkan Country of Origin (Studi Tentang Citra Merek Smartphone Asal Amerika Serikat Dan Asal China Pada Mahasiswa Universitas Brawijaya)

Al Fatih, Muhammad Fardan • Suharyono Suharyono • M. Kholid Mawardi
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • October 2016 China

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(Bahasa Indonesia, 9 pages)

Abstract

The needs of technology, especially in the telecommunication sector is very high nowdays, making the market of smartphone become more competitive among the global companies. One of the biggest company in smartphone's market are from United States of America and China. There are a difference image of the company from United States and China, Whereas the company from United Stated produce their product in China for the purpose of effectiveness and efficiency.The purpose of this study is to determine the brand image of the smartphone from United States and China and it's forming factors. This research was conducted by interviewing the students of Brawijaya University who have an experience with the smartphone's brands from United States and China. Data analysis technique was done by dividing the participants into three group by their experience of brand image's original country. All of the participants were interviewed with the same question, the the results were analyzed, after that the conclusion were used to achieve the objectives of the research. The results show that the smartphone's brand image from United States are exclusive and has its own prestige, while China had an issues that their product believed to easily damage, but nowdays believed has a good quality and a cheaper price. The forming factors are consumers psychology and International brand image. Keywords :

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

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