Does a Country´s Image Matter? Take Indonesia Silvery Jewelry Industry as an Example

• Main Authors: Herrera Valdez, Gabriela, 樊佳玲
• Other Authors: CHEN, HSIU-LI
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/vuy86y

碩士 === 銘傳大學 === 國際企業學系碩士班 === 106 === Nowadays people believe that the image of a country affects their desire to buy a specific product. A lot of companies invest their money in digital marketing in order to establish and learn the best preferences for the consumers. The marketer looks to activate specific associations from a Country Image, and to match these with important characteristics in the target market through the design of all the marketing mix components. If all of these components successfully come together, then it is likely that the intended image association will be established. Yet, most consumers are not interested in the origin of a product as long as it has the necessary specifications and is affordable are reasons enough to purchase it. This research paper stands in the consumer position to discuss about purchase intention and opinion of an individual. The Indonesian Jewelry industry´s strategy to market precious items in Taiwan is discussed to illustrate the point that a country-of-origin strategy can be beneficial even if there is little knowledge about the origin country within the target market. Based on the literature review a conceptual model has been developed that attempts to examine to importance of country of origin, product quality and consumer involvement on purchase intention. In particular, the model proposed that purchase intention is positive affected by country of origin and product quality. Data was collected by means of an online questionnaire, from March 2018 to April 2018. SPSS statistical software was used to describe demographic information of the sample and then LISREL program was used to run structural model to test the proposed hypotheses. The participants were located in Taiwan and in Indonesia.