Analisis Pengaruh Country of Origin dan Foreign Branding Terhadap Persepsi Kualitas dan Sikap Konsumen pada Produk Kosmetika Pemutih
Abstract: It has been done a
consumers’ behavior research with the aim to help marketer to predict consumer
reaction to various kind of promotion and as a way ti understand consumer’s
decision to buy. This research conducted experimentally using questionnaires as
a primary data which were collected from participant. This research aimed to
investigate how is the effect of country of origin and foreign branding towards
perception and consumer’s attitude. This research has been done into three
steps, i.e. preliminary test, manipulation check and main research. The results
showed that country of origin affect perceptions and consumer attitudes.
Consumer with a high level of country of origin has a higher perceptions and
attitudes than a low country of origin
Penulis: Elfride Irawati
Sianturi
Kode Jurnal: jpfarmasidd130040
