PENGARUH COUNTRY OF ORIGIN DAN CONSUMER ETHNOCENTRISM TERHADAP BRAND IMAGE SECRET NUMBER

    Melly Nurmalasari, - and Vanessa Gaffar, - and Heny Hendrayati, - (2025) PENGARUH COUNTRY OF ORIGIN DAN CONSUMER ETHNOCENTRISM TERHADAP BRAND IMAGE SECRET NUMBER. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perkembangan korean culture atau Hallyu saat ini secara global sangat pesat, terutama dalam fenomena k-pop di Indonesia. Dibawah naungan agensi Vine Entertainment, Secret Number mencoba menaikkan popularitasnya dengan menggunakan brand image, karena masyarakat Indonesia memiliki sifat etnosentris dan menyukai produk yang berasal dari Korea Selatan. Penelitian ini bertujuan untuk mengetahui pengaruh country of origin dan consumer ethnocentrism terhadap brand image Secret Number. Metode penelitian yang digunakan ialah deskriptif dan kuantitatif dengan cara melakukan pengumpulan data dilapangan. Variabel penelitian ini terdiri dari dua variabel bebas (independent variable) dan satu variabel terikat (dependent variable).Variabel bebas (X) tersebut adalah Country of Origin dan Consumer Ethnocentrism, variabel terikatnya adalah Brand Image (Y). Teknik pengambilan sampel menggunakan non probability sampling, yaitu purposive sampling dengan cara menyebarkan kuisioner melalui Google form kepada pengikut akun sosial media resmi Secret Number sebanyak 400 responden. The global development of Korean culture, or Hallyu is currently growing rapidly, especially in the phenomenon of K-Pop in Indonesia. Under the management of Vine Entertainment, Secret Number seeks to increase its popularity by leveraging its brand image, as Indonesian society tend to be ethnocentric and favors products originating from South Korea. This study ains to examine the influence of Country of Origin and Consumer Ethnocentrsm on the brand image of Secret Number. The research method used isdescriptive and quantitative, with data collected directly from field. The study consists of two independent variables (X) are country of origin and consumer ethnocentrism, while the dependent variable (Y) is Brand Image. The sampling technique used non-probability sampling, especially purposive sampling, by distributing quitionnaries via Google Form to 400 respondents who follow Secret Number’s official accounts.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Heny Hendrayati: 5994544
    Uncontrolled Keywords: Country of origin, Consumer ethnocentrism, Brand Image, Secret Number
    Subjects: H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Melly Nurmalasari
    Date Deposited: 15 Oct 2025 16:52
    Last Modified: 15 Oct 2025 16:52
    URI: http://repository.upi.edu/id/eprint/143442

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