PERSEPSI KONSUMEN ATAS MEREK LOKAL DAN ASING PADA KATEGORI PRODUK HEDONIK DAN UTILITARIAN
Abstract: The objective of the
research is to examine the relationship between perception of local and foreign
brand toward quality product and price dimension. In order to investigate the
perception toward local and foreign branding, this study used hedonic and
utilitarian product. This research used questionnaire to obtain the data. One
hundred samples through convinience sampling were used in this research. The
result indicate that foreign brand was high score in the perception of quality
and price. The study also found that there was signifcance differences of
perception of price among local and foreign brand.
Keywords: Price, Quality,
Utilitarian, Hedonic, Local Brand, Foreign Brand
Penulis: Kussudyarsana
Kode Jurnal: jpmanajemendd161199
