Pengaruh Country of Origin terhadap Perceived Value dengan Consumer Ethnocentrism sebagai Variabel Moderator (Studi pada Konsumen Televisi Merek Samsung di Kota Medan)

Abstract

Country of Origin illustrates how the consumers perceive a product from another states. Consumers on this global business competitiveness is offered by company products from various country. Then by upcoming cooperation of AEC (ASEAN Economic Community), this condition will have no contradiction. It suggests a real discussion about the situation of Indonesian consumers generally, and Medan consumers specifically. This research is intended to determine the influence of Country of Origin towards Perceived Value in a using product. Consumer Ethnocentrism which usually integrated in consumer self have to be researched also on its existence and its role among that influence. This study was conducted by focusing on Samsung television brand consumer whose lived in Medan City. Data was collected by giving questionnaire to 111 respondent who has role as decider or user in that product. The sampling technique is purposive sampling with the special criteria. The research result shows that Country of Origin has significant influence towards Perceived Value. The amount of influence is equal to 18,1%, while the remaining 81,9% is influenced by other factors which not examined in this study. In the other hand, the research result by using residual test shows that Consumer Ethnocentrism is not a moderator variable that has no capability to moderate the influence of dependence variable towards independence variable in this research.