A Comparative Study on Indonesian and Malaysian Consumers' Perception and Preference Towards Handphones From China, South Korea, America, and Europe

Silvia Dewi Sagita Andik, Jono M Munandar, Mukhamad Najib
2018 Indonesian Journal of Business and Entrepreneurship  
Most handphones in Indonesia and Malaysia are imported from other countries such as from America, Europe, China, and South Korea. The enhancement of global brands has reduced local brand preferences. This research aims to clarify the consumers' perception towards brands of handphones in Indonesia and Malaysia by conducting comparative studies in both countries and examining the effects of product attributes and brand image on brand preference. Questionnaire surveys were conducted to 200
more » ... cted to 200 respondents from Indonesia & Malaysia. The data were analyzed by the descriptive analysis, Semantic Differential Scale Analysis, ANOVA test, and Structural Equation Modelling Partial Least Square (SEM-PLS). It has been clarified that there are differences in preferences between consumers in Indonesia and Malaysia in terms of product attributes. Thus, the results of this research give benefits to the market expansion and product development in both countries. Abstrak: Sebagian besar handphone di Indonesia dan Malaysia diimpor dari negara lain. Sebagian besar diimpor dari Amerika, Eropa, China, dan Korea Selatan. Peningkatan merek global menurunkan preferensi merek lokal. Penelitian ini bertujuan mengklarifikasi persepsi konsumen terhadap merek handphone di Indonesia dan Malaysia dengan melakukan studi komparatif di kedua negara dan menganalisis pengaruh atribut praduk dan citra merek terhadap preferensi merek. Survei menggunakan kuesioner telah dilakukan kepada 200 responden di indonesia & Malaysia. Data dianalisis menggunakan analisis deskriptif, Skala Diferensial Semantik, uji ANOVA dan Structural Equation Modelling Partial Least Square (SEM-PLS). Telah diklarifikasi bahwa ada perbedaan terhadap preferensi ponsel antara konsumen di Indonesia dan Malaysia dalam hal atribut produk. Dengan demikian, hasil penelitian ini memberi manfaat bagi perluasan pasar dan pengembangan produk di kedua negara. Kata kunci: preferensi merek, persepsi konsumen, country of origin, merek, structural equation modeling
doi:10.17358/ijbe.4.2.130 fatcat:hp4mi3skyvhdjgrc2lo74v322i