PERSEPSI NATIONAL BRANDING SEBAGAI UPAYA MENINGKATKAN KINERJA EKSPOR KE JEPANG DAN AUSTRALIA

Sri Rahayu, Reni Kristina Arianti

Abstract


Penelitian ini bertujuan untuk mengetahui kaitan persepsi national branding dengan upaya meningkatkan kinerja ekspor yang diukur dari nilai-nilai budaya dan nilai ekonomis produk Indonesia. Penelitian ini dilakukan dengan pendekatan kuantitatif melalui survei kepada responden yang berdomisili di Tokyo dan Sydney dengan menggunakan teknik convenience sampling. Hasil penelitian memberikan gambaran persepsi masyarakat internasional, khususnya Jepang dan Australia, terkait nilai budaya yang menjadi cerminan bangsa Indonesia, serta sudut pandang nilai ekonomis berdasarkan brand equity dari produk ekspor yang didasarkan pada persepsi terhadap product country image, dan product association to the country of origin.

 

This study aims to find relationship of the national branding perception and effort to enhance the export performance, from cultural and economic value perspective of Indonesian products. This study utilized a quantitative approach through survey for selected respondents in Tokyo and Sydney, using convenience-sampling technique. The research finding provides an overview of how the international community, especially those who lives in Japan and Australia, perceives the cultural and economic value of Indonesia based on brand equity, product-country image, and product association to the country of origin.


Keywords


National Branding; Persepsi National Branding; Nilai Budaya; Nilai Ekonomis; Citra Produk

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DOI: http://dx.doi.org/10.30908/bilp.v8i2.82

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