laporan psm baru ii coo 291115.docx

8/17/2019 LAPORAN PSM BARU II COO 291115.docx

1/67

1

DOES COUNTRY OF ORIGIN MATTER TO PURCHASE INTENTION

OF LOCAL AND INTERNATIONAL COSMETIC AMONG WOMEN

CUSTOME

ROBITAH BINTI ABU

UNIVERSITI TEKNOLOGI MALAYSIA


2/67

2

No 2 Lorong Mewah 15,

Bandar Tun Razak Cheras,

50672 Kuala Lumur

07 !e"em#er 201507 !e"em#er 2015

$%$$&'N ( $%M 1 2015)2016


3/67

*

+& -s here#. & alread. read h-s sud. and /or m. o-n-on h-s sud. -s enough

#ased on he s"oe and he ual-. /or he urose !egree o/ Ba"helor o/

Marke-ng Managemen

$-gnaure(

$uer3-sor( 4hmad $har-/udd-n #-n $hamsudd-n

!ae( 07 !e"em#er 2015


4/67

DOES COUNTRY OF ORIGIN MATTER TO PURCHASE INTENTION

OF LOCAL AND INTERNATIONAL COSMETIC AMONG WOMENCUSTOME

ROBITAH BINTI ABU

SX105392HFD04

A !"#$# #%&'$"( $) *%+*$++'") ,* !" -".%$-"'") *,- !" //-( ,* !"

D"-"" *,- B/!"+,- ,* M/)/"'") M/-"$)

a"ul. Managemen and uman Resour"e !e3elomen

U)$6"-#$$ T"),+,$ M/+/7#$/

D""'&"- 2015


5/67

5

+& de"lare ha h-s en-led 8!oes "ounr. o/ or-g-n maer o ur"hase -nen-on

o/ lo"al and -nerna-onal "osme-" among women "usomer9 -s he resul o/ m.

own resear"h e:"e as "-ed -n he re/eren"es; The hes-s has no #een a""eed o/

an. degree and - no "urrenl. su#m-ed -n "and-daure o/ an. oher degree +

$-gnaure( ;

Name ( R'B&T4 B&NT& 4B<

!ae ( 1= M4> 2015


6/67

6

or m. lo3el. hus#and, m. /aher and m. son and o/ "ourses m. /am-l. /or he-r

suor and ad3-"e hroughou "omlee m. hes-s


7/67

7

ACKNOWLEDGMENTS

?ra-se o 4llah he 4lm-gh., /or h-s #less-ng and gu-dan"e /or g-3-ng me he

-ns-ra-on o em#ark on h-s hes-s and -ns-ll-ng me he srengh o /-n-sh m.

8?ro@ek sar@ana Muda 4kh-r9 $!*A12 ; & would l-ke o e:ress m. gra-ude o

who ha3e heled me -n one wa. or anoher -n he lann-ng, #ra-nsorm-ng, and

wr--ng and "onr-#ued o he "omle-on o/ h-s ro@e";

-rsl., #-g hanks are addressed o m. hes-s ad3-sors %n"-k; 4hmad $har-/udd-n

/or h-s "ommens, gu-dan"e and ad3a-"e -n he reara-on o/ h-s ro@e"; -s

knowledge and hel has reall. #een use/ul wh-le mak-ng h-s hes-s su"h h-s k-nd

en"ouragemens, generos-., and a-en"e -n ro3-d-ng 3alua#le "ommens and

re"ommenda-ons on e3er. earl-er dra/; -hou h-m, h-s resear"h would no

ha3e #een su""ess/ull. "arr-ed ou;

&9m also grae/ul o m. /am-l. and /r-ends /or he-r a-en"e and "ooera-on

dur-ng he en-re reor mak-ng ro"ess; The dee are"-a-ons are alsoaddressed owards all he eole who had read and ga3e he -n/orma-on and

ad3-"e ha ha3e made h-s ro@e" oss-#le; -nall. & l-ke o e:end m.

are"-a-on o


8/67

A

Ka@-an ke aas kosme-k elah mendaa erha-an .ang le#-h er#ukan #ukan saha@a

dar-ada engguna, engeluar dan erun"-, ea- @uga dar-ada -hak #erkuasa .ang

mengawal -ndusr- -n-; ?un"a dan ak-#a dar-ada enggunaan roduk mendaa erha-an ea- emahaman erkem#angann.a ham-r -dak d-eroka-; Tea- mas-h, dar-

ahun ke ahun, @ualan kosme-k elah menun@ukkan erum#uhan .ang #ererusan;

?esera -ndusr- ada masa k-n- elah memel#aga-kan endekaan emasaran mereka

#ukan saha@a unuk asaran rad-s-onal wan-a, ea- k-n- @uga unuk asaran lelak- @uga;

Ka@-an -n- men.-asa engaruh C'' dengan /akor em#olehu#ah mereka( -me@ negara,

ar-o-k dan engeahuan roduk keada keuusan em#el-an d-kalangan kak-angan

Telekom Kak-angan Mala.s-a dalam enggunaan kosme-k emaan dan anara#angsa;

T-n@auan erhada 21 resonden dengan menggunakan soal sel-d-k se"ara elahd-@alankan d- kalangan anggoa TM d- Menara TM Dalan ?ana- Bahru, Kuala Lumur,

ka@-an -u @uga unuk mendedahkan kesan C'' erhada n-a em#el-an d-kalangan

kak-angan TM #erkenaan enggunaan kosme-k emaan dan anara#angsa

ABSTRACT


9/67

=

$ud-es on "osme-" ha3e re"e-3ed more aen-on no onl. /rom users, rodu"ers,

rea-lers, #u also /rom he auhor--es ha are go3ern-ng he -ndusr.; The

"onseuen"es o/ he rodu" usage re"e-3ed "ons-dera#le aen-on #u

undersand-ng o/ -s de3elomen -s hardl. e:lored; Bu s-ll, /rom .ear o .ear,

he sales o/ "osme-"s ha3e demonsraed he "on-nued growh; The -ndusr.

la.ers nowada.s ha3e d-3ers-/-ed he-r marke-ng aroa"hes no onl. o he

rad--onal /emale marke, #u also o male marke as well; Th-s sud. o -n3es-gae

he -n/luen"e o/ he C'' w-h he-r 3ar-a#le /a"or( he -mage o/ he "ounr.,

ar-o-" and rodu" knowledge on he Telekom Mala.s-a $a// ur"hase de"-s-on

-n lo"al and -nerna-onal "osme-" ado-on; 4 sur3e. o/ 21 resondens us-ng

ersonall. adm-n-sered ues-onna-res, was "ondu"ed among he TM sa// a

Menara TM Dalan ?ana- Bahru, Kuala Lumur, The sud. /urher o un"o3er-ng

he C'' e//e" on he TM sa// ur"hase -nen-on o/ lo"al and -nerna-onal

"osme-" ado-on

TABLE OF CONTENTS PAGE


10/67

10

!e"lara-on o/ $uer3-sor ---

T-le o/ hes-s -3

!e"lara-on o/ Resear"her 3

!ed-"a-on 3-

4"knowledgmens 3--

4#sra" 3---

Ta#le o/ Conens :

L-s o/ Ta#le :--

L-s o/ /-gures :-3

L-s o/ $.-m#ol :3

1;0 &NTR'!


11/67

11

2;2 Coo %//e" 'n ?ur"hase &nen-on '/ Lo"al 4nd &nerna-onal

Cosme-" 4do-on =

2;* Counr. '/ 'r-g-n 'n The %3alua-on '/ ?rodu"s 10

2; The Role '/ Com 4nd Co# 'n Coo %//e" 15

*;0 R%$%4RC M%T'!'L'G> 17

*;1 &nrodu"-on 17

*;2 Resear"h ramework 17

*;* Resondens &nsrumens 1A*; Resear"h Resonden '/ $ud. 20

*;5 Resear"h ?ro"edure 22*;6 !aa 4nal.s-s 2*

;0 R%$


12/67

12

LIST OF TABLE

TABLE TITLE PAGE

T/&+" 38381 Num#er o/ Resondens ?oula-on and samle

T/&+" 38581 Ra-ng s"ale "aegor.

T/&+" 48281 reuen". !-sr-#u-on and ?er"enage o/ 15

Resondens on &nerna-onal "osme-"


Resondens on Lo"al "osme-"


Resondens on &nerna-onal "osme-" ado-on

-/ lo"al "osme-" ha3e same r-"e


Resondens on &nerna-onal "osme-" ado-on

-/ lo"al "osme-" ha3e #eer ual-.


13/67

1*

T/&+" 48381$ '#ser3a-on o/ C'' -n/luen"ed #. Counr. &mage 16

T/&+" 4838 1$$ '#ser3a-on o/ C'' -n/luen"ed #. rodu" knowledge 16

T/&+" 4838 1$$$ '#ser3a-on o/ C'' -n/luen"ed #. ar-o-sm 15

LIST OF TABLE

TABLE TITLE PAGE

T/&+" 48381 $6 C& $E


14/67

1

LIST OF FIGURE

FIGURE TITLE PAGE

F$%-" 282 Resear"h Model 5*

F$%-" 23 Trus-ng Bel-e/s and C'' %//e" 5*

F$%-" 382 low"har o/ he Resear"h ramework 5*

F$%-" 383 l-ker s"ale 5*


15/67

15

LIST OF SYMBOL

SYIMBOL

TM Telekom Mala.s-a Berhad

COO Counr. '/ 'r-g-n

COM Counr. '/ Manu/a"ure

COB Counr. '/ Brand

SPSS V20 $a-s-"al ?a"kage or $o"-al $"-en"es Fers-on 20

S(8 $andard de3-a-on


16/67

16


17/67

1

CHAPTER 1

INTRODUCTION

1;1 BACKGROUND OF THE STUDY

Re/er o Erickson, G. M., Johansson, J. K., & Chao, P. (1984); &mage 3ar-a#les

-n mul- ar-#ue rodu" e3alua-onsI #e/ore 1=1, a rodu"Js or-g-n was no a

ma@or -ssue; 4/er los-ng -n orld ar &, German e:ors ha3e #een o#l-ged o

ake he %ngl-sh word +Made -n German.; Counr.o/or-g-n mark was -mosed

as a un-shmen /or German -ndusr. and a wa. o hel "onsumers a"ross %uroe

and Norh 4mer-"a o a3o-d he rodu" /rom he

ormer enem.; 4""ord-ng o Lee, J. K., & Lee, W. N. (29). Co!n"r#$o%$

oriin e%%ec"s on cons!'er ro!c" e*a+!a"ion an !rchase in"en"ion +C'' -s

an a##re3-a-on /or he "ounr. o/ or-g-n, wh-"h re/ers o he "ounr. manu/a"ure,

des-gn or assem#les a rodu" ha -s asso"-aed w-h or "losel. relaed; ?eole


18/67

2

usuall. ha3e os--3e /eel-ngs owards some "ounr-es /or "usom-zed rodu"s

su"h as shoes &al-an, Daanese ele"ron-" al-an"es and German "ars;

&n hese da.s #u.-ng rends ha3e "hanged; Cusomers are more

sens--3e o he sele"-on o/ rodu"s and know wha he. l-ke o #u.; There/ore,

he. do no #u. w-hou h-nk-ng and e3aluae #e/ore mak-ng a de"-s-on; &n

"hoos-ng #eween /ore-gn and domes-" rodu"s, a lo o/ ase"s o #e "ons-dered

#e/ore de"-d-ng o #u., here are se3eral /a"ors ha -n/luen"e "onsumersJ #u.-ng

-nen-ons; 4lhough here are man. arameers o "ons-der when he. wan o

#u. a rodu" l-ke #rand, "olor and des-gn, he "onsumers does no -gnore

e:r-ns-" /a"ors su"h as "ounr. o/ or-g-n;

Mala.s-an sends a#ou


19/67

*

he rodu" -sel/; Far-ous elemens ha3e a rela-onsh- w-h he "ounr. o/ or-g-n,

su"h as he -mage o/ he "ounr., ar-o-" and rodu" knowledge;

1;2 STATEMENT OF THE PROBLEM

4""ord-ng o he sour"es, M-/ "he Ma+a#sian -n!s"ria+ e*e+o'en" /!"hori"#,

Mala.s-an "onsumers re/er o use -mored "osme-" rodu"s "omared o

domes-" #rands; Thus he oal sales lo"al "osme-"s are s-ll rela-3el. low

"omared o -mored "osme-"; & -s #el-e3ed ha -mored rodu"s w-ll rema-n

-n h-gh demand, ese"-all. among m-ddleand h-gh-n"ome "onsumers #e"ause

he sandard o/ l-3-ng -n Mala.s-a has -n"reased; 4mong -ssues ha needed o #e

addressed "on"erned on he rela-onsh- #eween he ur"hase -nen-on and

rodu" e3alua-on o/ C'' ha e//e" "osme-" usage, The whole ro"ess -n

"osme-" "onsum-on also -n3ol3ed -n know-ng he degree or le3el o/ he

"onsumer awareness owards he e//e"s o/ e:r-ns-" /a"ors; 4noher -moran

"ons-dera-on -s he role C'M and C'B -s 3er. mu"h asso"-aed w-h he C'';

183 PURPOSE OF STUDY

The urose o/ h-s sud. -s o -n3es-gae he -n/luen"e o/ he C'' w-h he-r

3ar-a#le /a"or( he -mage o/ he "ounr., ar-o-" and rodu" knowledge on he

TM $a//, a Menara TM Dalan ?ana- Bahru ur"hase de"-s-on -n lo"al and

-nerna-onal "osme-" ado-on; Th-s sud. also o e:am-ne he #u.-ng #eha3-or

aerns o "omare he e//e" o/ C'' -mage ha -n/luen"e he rodu" e3alua-on

on he #u.-ng #eha3-or #eween lo"al and -nerna-onal "osme-" #u.ers; Bes-des,

& also waned o know he reasons /or hem o adoed lo"al and -nerna-onal

"osme-" rodu";


20/67

183 OB:ECTIVES OF THE STUDY

Th-s sud. -nends o a"h-e3e he /ollow-ng ou"omes(

-; To un"o3er-ng he s-gn-/-"an"e o/ C'' e//e" on rodu" e3alua-on

/or sele"-on o/ "osme-"s rodu" among TM sa//;

--; To -den-/.-ng mul-le 3ar-a#les ha e:la-n C'' e//e" on he TM

sa// ur"hase -nen-on o/ lo"al and -nerna-onal "osme-" ado-on

---; To re3eal he rela-onsh- #eween he C'B, C'M and C'';

185 RESEARCH ;UESTION

-; !oes C'' e//e" s-gn-/-"an"e on rodu" e3alua-on /or sele"-on o/

"osme-"s rodu" among TM sa//

--; ha are he 3ar-a#les ha e:la-n C'' e//e" on he TM sa// ur"hase

-nen-on o/ lo"al and -nerna-onal "osme-" ado-on

---; ha are he rela-onsh- #eween he C'B, C'M and C''


21/67

5

18< SIGNIFICANT OF THE STUDY

4""ord-ng o he o-" o/ sud., we "ould know wha are he 3ar-a#les ha e:la-n

he C'' e//e" on TM sa// ur"hase -nen-on o/ lo"al and -nerna-onal "osme-"

ado-on; The s-gn-/-"an here -s we "ould know ha Counr. o/ or-g-n -s a"uall.

are he -n/luen"e o/ "usomer ur"hase -nen-on w-h 3ar-ous e:r-ns-" arameers

ha ha3e an e//e" on h-s -ssue,

The sud. also -den-/-es he C'' e//e" on rodu" e3alua-on /or

sele"-on o/ "osme-"s among women "usomer; Consumer rel. more on C''

-n/orma-on when he. are less -n3ol3ed -n rodu" "aegor. #e"ause C'' -mage

a"s as a s-len ro:. o #ase a #u.-ng de"-s-on raher han #e-ng merel. anoher

-e"e o/ -n/orma-on;


22/67

6

18= SCOPE OF STUDY

Th-s resear"h w-ll #e "arr-ed ou uon aro:-mael. o3er **0 resondens -n

Telekom Mala.s-a Berhad a Menara TM, Dalan ?ana- Bahru; M. -n3es-ga-on

/o"used on he oula-on ranges /rom age 20 and a#o3e; $-n"e he sud. -s a#ou

C'' e//e" on he TM sa// ur"hase -nen-on o/ lo"al and -nerna-onal

"osme-" ado-on;, so & de"-ded o ha3e grous o/ /emale as m. resondens o

g-3e he-r o-n-on on lo"al and -nerna-onal "osme-" rodu" and w-ll -n"luded

/rom 3ar-ous #a"kground /or more a""urae daa;

The mehod ha & w-ll #e us-ng o "ondu" h-s resear"h #.

d-sr-#ue ues-onna-re o he /emale resondens; The. need o answer se3eral

ues-ons ha relaed o C'' e//e" on TM sa// ur"hase -nen-on o/ lo"al and

-nerna-onal "osme-" ado-on o /ul/-ll he o#@e"-3es and uroses o/ h-s sud.;

& ha3e se m. -me /rame /or a#ou a monh /or d-sr-#u-ng and

"olle"-ng he ues-onna-re; rom he gahered daa, & "ould ro"eed o make he

reor "on"lus-on on he /-nd-ngs resear"h;


23/67

7

CHAPTER 2

LITERATURE REVIEW

281 OVERVIEW COUNTRY OF ORIGIN EFFECT

%a"h "ounr. has -s own -mage /or e"hnolog-"al e:"ellen"e, rodu" ual-., and

rodu" des-gn and rodu" 3alue /or d-//eren rodu" "aegor-es; Bu "onsumers

g-3e he same -mage -n he "ounr. /or 3ar-ous rodu" "aegor-es; Th-s sereo.e

-s #e"ause o/ he a-ude o/ "era-n "ounr-esI %a'i+iari"# 0i"h "he co!n"r#

(Naashi'a, 19 an Wan an La', 198), Ba"kground o/ he "onsumer,

su"h as he-r demograh-" "hara"er-s-"s and he "hara"er-s-"s o/ he-r "ulure;

Mass med-a "an also /orm he "ounr.Js reua-on as a rodu"er;

The same henomenon also o""urs among "osme-" users -n

Mala.s-a; The -n"reas-ng sandard o/ l-3-ng among Mala.s-ans women has also

-n"reased he le3el demand o/ he "onsumers ese"-all. -n he ur#an areasI oda.

he. are demand a#ou ual-. and sa/e "osme-" rodu"s; Mala.s-an "onsumers

re/er o use -mored sk-n"are rodu"s "omare o lo"al #rands as he. asso"-ae


24/67

A

hem w-h h-gher ual-. han lo"al #rands; 4s he oal 3olume rodu"ed #. he

lo"al -ndusr. -s s-ll rela-3el. low, -mored rodu"s w-ll "on-nue o rema-n -n

h-gh demand ese"-all. /rom he m-ddle and h-gh -n"ome earners;

4 rodu" ara"s -s -mage /rom a 3ar-e. o/ sour"es o/ des-gn,

er/orman"e, #rand and "ounr. o/ or-g-n; C'' -s -moran"e and "an #e

undersood when he rodu" -s -nrodu"ed -n a /ore-gn "ounr. /or he /-rs -me,

or as a re/eren"e or as a un-ue sell-ng reos--on; C'' e//e" -s "aused #. he

halo #u-ld, he "ounr.Js -mage -s "on3ered o a rodu" or #e"ause summar. o/

he #u-ld; ?os--3e -mage o/ he "ounr. ma. 3ar. /rom rodu" -mage w-h wh-"h

he a3erage user, and hen h-s -mage ma. also /a"-l-ae he de3elomen o/ oher

domes-" e:ors (3an Min, 1989)

C'' "an a//e"s he #as-s o/ mak-ng "on"lus-ons w-hou "ons-der-ng he

ual-. o/ he rodu" and oher ar-#ue -n/orma-on when he ur"hase de"-s-on

does no -n3ol3e a lo o/ e//or; C'' "an a"-3ae "on"es and knowledge ha

a//e" he -nerrea-on o/ oher a3a-la#le rodu" ar-#ue -n/orma-on; C'' also

a"s as -s rodu"s and /or he assessmen o/ he rodu" -n he "ase o/ rodu"s

ha reu-re he sear"h and h-gher hroughu; C'' e//e" "an also #e seen as anega-3e when he manu/a"urer -s r.-ng o h-de - /or /ear o/ he "rea-on o/

nega-3e "onsol-da-on; Thus he names o/ "ounr-es resons-#le /or -negra-on

add or su#ra" /rom he er"e-3ed 3alue o/ he rodu";

Na-onal -mage ma. -n/luen"e eole de"-s-ons relaed o

#u.-ng, -n3es-ng, and "hang-ng res-den"e and ra3el; or e:amle, alhough

4F'N has a glo#al oera-on oda., - -s s-ll seen as an 4mer-"an #rand, #.

"onsumers all o3er he world; $o -/ "ounr. o/ #rand-ng "an #e aken as a log-"al

e:ens-on o "ounr. o/ or-g-n hen "ounr. o/ #rand-ng would rodu"e he same

asso"-a-ons as hose rodu"ed #. C''; Brands -n"-e #el-e/s, e3oke emo-ons

and rom #eha3-ors; Brands ha3e so"-al and emo-onal 3alue; The. enhan"e he

er"e-3ed u-l-. and des-ra#-l-. o/ a rodu";


25/67

=

282 COO EFFECT ON PURCHASE INTENTION OF LOCAL AND

INTERNATIONAL COSMETIC ADOPTION8

?ur"hase &nen-on was anal.zed us-ng hree d-mens-ons o/ "ounr. erse"-3e

oward ur"has-ng "osme-" rodu"s; Cons-der-ng "on"eual de/-n--on /or he

-moran"e o/ -nen-on, hree "omonens o/ "ounr. -mage, rodu" knowledge

and ar-o-sm were -n"luded; The /a"ors -n/luen"-ng he ur"hase &nen-ons

"orrela-on -s resen as #elow(

F$%-" 282 R"#"/-! M,("+

O Source :Javadian Dehkordi, Graduate school of Management (GSM)

Multimedia University-Malaysia

28281 P%-!/#" $)")$,)

?ur"hase -nen-on means de"-d-ng on a"-on or a"-ons ha show a ersonJs

manners -n erms o/ a se"-/-" rodu"; $ud-es ha3e shown ha he ur"hase

-nen-on o/ "usomers /or he rodu" -s deerm-ned #. he a-udes and #el-e/s;

Based on resear"h done #. Wan , C.L., . Li, e" a+., 212. Co!n"r# i'ae,

ro!c" i'ae an cons!'er !rchase in"en"ion %3-den"e /rom an emerg-ng

e"onom., ur"hase -nen -s +when we h-nk a#ou h-ngs and hen we w-ll #u.;

&9s also de/-ned as emo-onal or er"e-3ed oss-#-l-. o/ #u.-ng rodu"s

-neenen" aria+e

eenen" aria+e

PURCHASE

INTENTIONCOO


26/67

10

romoedI /urhermore, ur"hase -nen-ons -nd-"ae he rank o/ lo.al. o he

rodu";

28282 C,%)-7 I'/"

Nagash-ma sa-d -n h-s @ournal a co'arison o% Jaanese an 56 a""i"!es "o0ar

%orein ro!c"s (19) de/-ned he "ounr.Js -mage as he +sereo.-"al, -mage

and os--on he #u.ers ha3e -n he-r m-nds a#ou a "ounr. ha se"-al; There are

man. d-3erse works on h-s -ssue, wh-"h led o m-s-nerrea-ons o/ -n3es-gaors;

4dd--onall., man. "ounr-es are "on"erned a#ou he-r -mage o/ rodu"

"hara"er-s-"s; The "ounr.Js -mage -s -moran as a #rand -mage -s e:la-ned as

largel. des"r--3e daa and #el-e/s Nagash-ma also des"r-#ed he -mages as

+eole9s -deas a#ou he rodu"s o/ a se"-/-" "ounr.; Come--on has

#e"ome -gher and, /or #e-ng d-//eren /rom oher "ome-ors, "ounr. -mage -s

one he mos s-gn-/-"an /a"ors wh-"h "reaed a d-s-n"-on #eween goods and

ser3-"es;

C,--"+/$,)# C,%)-7 I'/" /)( P%-!/#" I)")$,)

Markeers e:ers assume ha he -mage o/ he "ounr. ha3e an -n/luen"e on

de"-s-on mak-ng and assessmen rodu"s; The. ha3e shown e//e" o/ "ounr. o/

or-g-n "an "onrol "usomer @udgmens a#ou he ual-. o/ manu/a"ured goods;

&n add--on, s"holars ha3e reresened ha J"usomer "hara"er-s-"s and rodu"

-n/orma-on on he manu/a"ur-ng resour"es has an -ma" on ur"hase -nen-ons;

There -s a rela-onsh- #eween "ogn--3e "ounr. -mage and ur"hase -nen-on

and also assume ha he -mage o/ he "ounr. has -nd-re"l. ersuaded on ur"hase -nen-ons; hen eole are /am-l-ar w-h he rodu", he. ha3e a

enden". o use "ounr. o/ or-g-n as o he dae o/ ur"hase -nen-on; &n h-s sud.

we w-ll /-nd ou here -s a s-gn-/-"an rela-onsh- #eween "ounr. -mage and

ur"hase -nen-on o/ "osme-" rodu"s -mage;


27/67

11

28283 P-,(% K),+"("

The knowledge o/ rodu"s des"r-#ed as memor-es -n he m-nds o/ eole and

oher s"holars ha3e added rodu" knowledge relaed o he userJs knowledge,

awareness and sel/assuran"e; 4"adem-" e:er 'zer, M;, 2011; %:la-ned

suosed ha he knowledge o/ he "l-enJs rodu" -s one o/ he mos ousand-ng

aroa"h ha has an -ma" on all ars o/ he de"-s-onmak-ng ro"ess; The

d-//eren le3els o/ rodu" knowledge d-//er -n he-r undersand-ng and here -s a #eer rodu" knowledge "alled sel/ er"e-3ed knowledge has a d-re" os--3e

rela-onsh- w-h ur"hase -nen-on

C,--"+/$,)# P-,(% K),+"(" /)( P%-!/#" I)")$,)

?re3-ous sud-es ha3e shown ha he C'' -s a "omle: -ssue and se3eral

moderaor 3ar-a#les ha ha3e an -ma" on rodu" knowledge are one o/ he

3ar-a#les ha w-ll ha3e an -moran role -n he e:r-ns-" "ues; hen a"adem-"9s

sud.-ng he e//e"s o/ he "ounr. o/ or-g-n /or ur"has-ng #eha3-or, "ounr. o/

or-g-n -s de/-ned as he halo, wh-"h -s no "ommon and eole use - as an

-nd-"aor /or he e3alua-on o/ he rodu"; Th-s shows ha, when eole ha3e

l-le daa and -n/orma-on a#ou he rodu"s he. use "ounr. o/ or-g-n as an

-nd-re" roo/;

urhermore, "ounr. o/ or-g-n -s no a "omleel. -ndeenden

/a"or /or rodu"s, or -nsan"e , Tha-land -s a leas de3eloed "ounr., when eole hear a#ou a "osme-" rodu", un"ons"-ousl., a low ual-. rodu"

"omes on he-r m-nds , #u he handmade "ra/s o/ Tha-land -s 3er. /amous /or -s

h-gh ual-. and 3alue ; To u all h-ngs -no "ons-dera-on, he userJs knowledge

a#ou he "ounr. o/ or-g-n o/ he rodu" "an ha3e a s-gn-/-"an -n/luen"e on he-r

er"e-on o/ he #rand rodu" 8, wh-"h "an #e os--3e or nega-3e; &n h-s sud.


28/67

12

we w-ll unra3el s-gn-/-"an rela-onsh- #eween rodu" knowledge and ur"hase

-nen-on o/ "osme-" rodu"s -mage

28284 P/-$,$#'

'her -ndeenden 3ar-a#les ha3e o h-nk hrough -n erse"-3e "oo -s ar-o-";

/orno, 7W, E. renke+$r!ns0ik 19: in his reor" ;a!"hori"arian ersona+i"#;,

d-s"usses he healh. ar-o-" and ehno"enr-" when one lo3es h-s "ounr. and

has a hun"h a#ou -, -Js "alled ehno"enr-" ar-o-sm reor, #u healh. eole

do no ha3e re@ud-"es; Tha has -mro3ed he ar-o-" "ons-ss o/ en"ourag-ng

/eel-ngs o/ oher eole -n he "ounr. -den-/-ed; ?ar-o-sm -s no asso"-aed w-hnega-3e /eel-ngs; & -s some e:h-lara-ng sense ha eole ha3e a#ou he-r own

"ounr. and - -s no o den. oher "ounr-es; 4""ord-ng o oher resear"hers

homeland and - -s he a#-l-. o look a"ross he #order and are "on"erned o

undersand he #ene/-s o/ a rela-onsh- w-h a ersonal re/le"-on as well as all

he emo-onal /eel-ngs owards oneJs "ounr.;

C,--"+/$,)# P/-$,$#' /)( P%-!/#" I)")$,)

&n -n3es-ga-ng he "onsumersJ ehno"enr-sm and an-mos-. -s -n"reas-ngl.

grow-ng -n he l-eraure o/ "onsumersJ #eha3-or, s"holars #el-e3e ha - hurs

e"onom., redu"es emlo.men and - -s an unar-o-" a"-on; &nsead, "usomers

are no ehno"enr-" end o #u. /ore-gn and -mored rodu"s; There are sud-es

-n 4s-an "ounr-es su"h as Ch-na, &ndones-a and Mala.s-a; The sud. a#ou

Mala.s-a showed ha marr-ed Mala.s women ha3e a h-gher enden". o #e

ehno"enr-" han men; The sud. also showed ha Mala.s-ans ha3e a h-gh

enden". /or lo"al /ood #u -n "onras o he domes-" "osme-"s, "ars and

"omuers;


29/67

1*

esed #. man. resear"hers and ha3e "on/-rmed he 3al-d-. and rel-a#-l-. -n

man. "ounr-es su"h as &ndones-a, Gree"e, Korea, $a-n and Mala.s-a;

283 COUNTRY OF ORIGIN ON THE EVALUATION OF PRODUCTS

F$%-" 23 T-%#$) B"+$"*# /)( COO E**"

O $our"e( $eran Ka#ada.-, ?h;!; 4ss-san ?ro/; Marke-ng Graduae $"hool o/ Bus-ness

4dm-n-sra-on ordham


30/67

1

a+ , 199: @ McKnih" an Cher*an# , 21 ) . &n oher words, he. "olle"-3el.

re/le" he er"e-on o/ he rel-a#-l-. o/ rus o#@e"s; 4lhough man. #el-e3e

rus has #een sud-ed -n he l-eraure, he ma@or-. "an #e "lusered -no hree

rus "on"e( he a#-l-., #ene3olen"e, and -negr-.

28382 B")"6,+")" &"+$"*#

Re/ers o he "on/-den"e ha he rodu"s ha3e a os--3e or-ena-on owards

"usomers ous-de he ego"enr-" ro/- mo-3e and would no "ons-der h-s own

well#e-ng and a"-ng -n he-r -neress ( Ma#er e" a+ ., 199:); The. show he

e:en o wh-"h -nd-3-duals #el-e3e ha a "oman. wans o do good h-ngs no

onl. ma:-m-ze ro/-s; 4 #ene3olen "oman. would s-ll no #e seen a"-ng

oorun--es #. ak-ng ad3anage o "usomers ( McKnih" an Cher*an# ,

21). &n "onras o he oher wo #el-e/s, #ene3olen"e re/le"s he er"e-on o/

he w-ll-ngness o engage -n d-s"re-onar. or h-lanhro-" "omm-men o he

"usomer;

28383 I)"-$7 &"+$"*#

Re/le"s "usomer "on/-den"e ha he rodu"s markeed adhere o moral

r-n"-les or ro/ess-onal sandards ha gu-de -nera"-ons w-h "usomers; The.

-n"lude he e:e"a-on ha he rodu" a"s as a so"-all. a""eed sandards o/

hones. or a se o/ r-n"-les ha "usomers re"e-3e as no l.-ng, kee-ng

rom-ses, or ro3-de 3al-d -n/orma-on (Ma#er e" a+., 199:).

28384 A&$+$7 &"+$"*#

Re/le"s "onsumersJ "on/-den"e -n he /-rm or rodu" ( Ma#er e" a+ . , 199:).

The. showed "on/-den"e a#ou he /-rmJs a#-l-. o er/orm he /un"-ons ha

ha3e #een se"-/-ed; users ha3e he a#-l-. #el-e/s a#ou he rodu" -/ he. #el-e3e

ha rodu" manu/a"urers ha3e he sk-lls, "omeen"-es and ar-#ues ha ena#le


31/67

15

rodu"s wh-"h ha3e an -n/luen"e on some se"-/-" doma-n (Ma#er e" a+ ,

199: ) ; There/ore, rus -s doma-n se"-/-" "aa#-l--es ha are "ons-dered as

h-ghl. "omeen -n some area, a//ord-ng ha -nd-3-dual rus sore on he asks

asso"-aed w-h he area;

28385 COO E**"> P-,(% E6/+%/$,) /)( T-%#$) B"+$"*#

The hree rus-ng #el-e/s are relaed, .e d-s-n"; %a"h #el-e/ "aures some

un-ue elemens ha "an #e rused; There/ore, as a se, a#-l-., #ene3olen"e, and

-negr-. aear o e:la-n mos o/ he rus wh-le ma-na-n-ng ars-mon.; Boh

s-ngle and mul- -nd-"aors s-gnals showed ha he C'' e//e"s -n/luen"e he

assessmen o/ -nd-3-dual rodu"s (see re*ie0s o% i+ke# an Nes 1982@ Pe"erson

an Jo+ier" 199:). owe3er, here are d-//er-ng 3-ews a#ou how C'' a//e"s

rodu" e3alua-on;

'ne 3-ew -s ha C'' -s an -nd-"a-on ha "onsumers use o make

-n/eren"es a#ou he rodu" and -s rodu"s, -n urn, ha3e an -ma" on o3erall

rodu" e3alua-on; C'' er"e-on a"-3ae he "on"e o/ he na-on and he

general ual-. o/ he rodu"s rodu"ed here , and hese "on"es "an #e os--3e

or nega-3e u#l-" on he -nerrea-on o/ oher rodu"s ha are al.-ng

-n/orma-on (3on an W#er 1989) ; There/ore, C'' a//e"s o3erall rodu"

e3alua-on -nd-re"l.; 4noher 3-ew argues ha he C'' "an a" as an -moran

ar-#ue ha e3oke re@ud-"e or sereo.es asso"-aed w-h rodu"-ng "ounr-es,

d-re"l. -n/luen"es rodu" e3alua-on; C'' here #. r-gger-ng a glo#al

assessmen o/ ual-., er/orman"e and se"-/-" roer-es; h-le he ma@or-. o/

sud-es ha3e do"umened he d-re" rela-onsh- C'' on rodu" e3alua-on, /or

he urose o/ "omleeness we h.ohes-zed a os--3e rela-onsh- #eween he

C'' and rodu" e3alua-on;

284 THE ROLE OF COM AND COB ON COO EFFECT


32/67

16

ountry of manufacture (!M) and country of "rand (!#) $lay

im$ortant role in consumer $roduct evaluations of %uality and

decision making& #ut, academic and !! researchers are in

disagreement regarding the su$remacy of one over other& Hanand Terpstra and Tse and Gorn, (1993) re$orted larger e'ect of

!M on $roduct evaluations than !#& hereas, Hui and Zhou

and Srinivasan et al. (2004) found that !# makes greater

inuence on $roduct evaluations than !M *hen "oth the

information $resented simultaneously& +s the im$ortance of "oth

the cues is evidenced in literature, the factors inuencing

im$ortance of !# and !M image can add ne* insight to !!

literature&

!# and !M, as a relevant !! decom$osition,

$lay im$ortant role in forming customer $erce$tion& he results

of t*o models testing generate signi.cant im$lications for

international marketers& /elia"ility of a $roduct is assessed

through !# not !M& 0n other *ords, higher !# image indicate

relia"ility to customers and higher !# image *ith lo*er !M

image not harming the relia"ility $erce$tion of customers for

refrigerators& Similarly, !# image is im$ortant for

understanding $roduct dura"ility and !M image is not $laying

such role as dura"ility is not a signi.cant e1$lanatory varia"le in

!M model& hat means $ossi"le dura"ility discounting for lo*er

!M image is not a signi.cant factor to the customers&

&n e"hnolog-"al suer-or, ma-nl. manu/a"ured goods su"h as

ele"r-"al and ele"ron-" rodu"s, when "usomers e3aluae he #ene/-s o/

e"hnolog. he. "ons-der C'B -mages and no C'M -mage; $o, he "om#-na-on

o/ h-gh -mage C'B and low -mage C'M "an no harm he er"e-on o/


33/67

17

"usomers a#ou he ad3anages o/ e"hnolog.; or Cusomers ha "ons-der o

#oh C'B and C'M -mage /or /orm-ng u he-r r-"e er"e-on o/ a rodu" as

he r-"e le3el aears as a 3er. -moran e:lanaor. 3ar-a#le /or #oh he

models o/ h-s sud.; & -s -moran o #e noed /or -nerna-onal markeers ha #.

us-ng h-gher C'B -mage and lower C'M -mage "harg-ng h-gh r-"es ma. no #e

oss-#le; Moreo3er, "usomers ma. ask /or C'M -n/orma-on when know-ng

a#ou he r-"e and hen make he-r own e3alua-on regard-ng r-"e a""ea#-l-.;

CHAPTER 3

RESEARCH METHODOLOGY

381 INTRODUCTION

Th-s se"-on d-s"usses he mehodolog. o/ he resear"h; The ma-n urose o/ he

resear"h -s o -n3es-gae d-d women "usomer "ons-der ha -n/luen"e o/ C''e//e" when ur"hase he "osme-" rodu"s; &n re3-ous "haers, has #een known

ha he lo"a-on o/ he sud. area, namel. Menara Telekom Mala.s-a Dalan ?ana-

Bahru; There/ore, -n order o /ul/-ll he urose o/ he sud., random saml-ng

was "hosen o "arr. ou he ues-onna-re, some -ner3-ew and o#ser3a-on o/ he


34/67

1A

sa// -n he area; The mehodolog. o/ h-s sud. -s -moran o ensure ha h-s

sud. "an walk on smooh and hus a#le o o#a-n er/e" resuls;

382 R"#"/-! F-/'",-

Be/ore sar he sud. anal.s-s, he resear"h lann-ng should #e lanned

and dra/ed o ensure he anal.s-s ro"ess #e"ome smooh; There/ore, he resear"h

/ramework has #een dra/ed as a gu-del-ne /or he daa anal.s-s and o ensure ha

he resear"her -s a#le o answer he o#@e"-3es and resear"h ues-ons /or h-s

sud.

F$%-" 382 F+,!/- ,* !" R"#"/-! F-/'",-


35/67

1=

383 RESEARCH INSTRUMENTS

Th-s resear"h u-l-zed he uan-a-3e resear"h mehodolog.; The

-nsrumen used o "olle" he daa was ues-onna-re, -ner3-ew and o#ser3a-on;

4 se o/ he ues-onna-re "ona-n-ng 1 ues-ons d-3-ded -no * se"-ons 4, B

and C was de3eloed; !-//eren .es o/ ues-on su"h as rank-ng, .esno, and

s"ales were used -n he ues-onna-re;

38381 P-$'/-7 D//

&n he ues-onna-re, here are hree ars ha ha3e #een made; The se"-ons are as

/ollows(

?ar 4( F-ew on


36/67

20

4 3-ew o/ Cosme-"s( The ma-n urose -s o e:am-ne u#l-" awareness among

sa// a#ou "osme-"s; &n/orma-on on he sele"-on o/ "osme-"s -s known; &n

add--on, he er"enage o/ lo"al and -nerna-onal "osme-" use o/ he sud. area

-s also a3a-la#le

I) ?/- B

&den-/.-ng mul-le 3ar-a#les ha e:la-n C'' e//e" on he TM sa// ur"hase

-nen-on o/ lo"al and -nerna-onal "osme-" ado-on; &n/orma-on on u#l-"

awareness on rodu" sele"-on -s -moran o ensure a su""ess/ul o/ h-s sud.;$a// o-n-on a#ou "osme-" rodu" e3alua-ons also needed o #e a#le o assess

he 3-ews o/ he sud. area /or h-s -ssue;

I) P/- C

The 3-ew o/ he -moran"e o/ C'' -n he sele"-on o/ "osme-"s( -n 3-ew he

-moran"e o/ C'' e//e" -n he sele"-on o/ "osme-"s; The ma-n urose -s o

e:am-ne u#l-" awareness among emlo.ees a#ou he C'', C'M and C'B;

&n/orma-on on he sele"-on o/ "osme-"s does ake -no a""oun he e//e" o/

C'';

To o#a-n he "ooera-on o/ resondens, ea"h ar w-ll #e arranged a""ord-ng o

he reu-remens o/ he sud.; Th-s w-ll #e /a"-l-a-ng he work o/ mark-ng heanswers #. resonden; &n ar B and C l-ker s"ale used -n h-s sud. us-ng he

/ollow-ng s"heme(


37/67

21

6"ron+# isaree 2 6"ron+# /ree

F$%-" 383 l-ker #/+"

O$our"e( Norazman e al; P2006Q;

383 RESPONDENTS OF THE STUDY

The resondens o/ he sud. were "usomer /rom d-//eren "ourse

o/ work -n Telekom Mala.s-a Berhad a Menara TM, Dalan ?ana- Baharu; Toal

num#er o/ TM /emale sa// /rom leas-ng o e:e"u-3e -s 21; & has #een de"-ded

o ha3e a#ou 70 o/ he oula-on as a resonden #ased on he manual

Kre@"-e Morgan P1=70Q; 4#ou 21 /emale resondens -n 3ar-ous le3el "os o/ l-/e

and #a"kground a Menara TM, due o he o-" resear"h o/ C'' e//e" on lo"al

and -nerna-onal "osme-" rodu" /or more a""urae daa; Ta#le *;*;2 shows he

num#er o/ sa// a d-//eren Le3el -n .ear 2015 un-l *0 D


38/67

22

T/&+" 38381 !eerm-n-ng $amle $-ze /or Resear"h 4"-3--esKre@"-e, R;F;, H

Morgan, !;; P1=70Q;


39/67

2*

L"6"+ :,& T$+" G")("- P,?%+/$,) S/')?+"

M/+" F"'/+"

E@"%$6" S")$,- A##$#/) M/)/"-

A##$#/) M/)/"-

1 S"-"/)

A##$#/) T"!)$/+ O**$"-

12 T"!)$$/)> C,-?,-/+>

C,)#/&+"

3T"/ L/(7> C+"/)"-

41 14

L"/#$)

L"/#$) 52 24

3=9 2414 241 (F)

T/&+" 38382 Num#er o/ Resondens ?oula-on and samle

Osour"e( C$$' ?ersonnel !aa $er3-"es Telekom Mala.s-a Berhad

384 RESEARCH PROCEDURE

$ur3e. "ondu"ed -n he sud. area, namel. Menara TM Dalan

?ana- Bahru, Kuala Lumur; 4ro:-mael. 6A0* emlo.ees work -n Menara

Telekom TM; & -s one o/ he larges Telekom o//-"es -n Mala.s-a; !ur-ng he

a"ual sud., he ues-onna-res d-sr-#ued a 3ar-ous lo"a-ons su"h as a he

o//-"e /rom le3el 10 o 1, he enran"e lo##. o/ Menara TM, "a/eer-a, #us sos

and also #. ema-l; $ur3e. "ondu"ed -n he e3en-ngs on weekda.s was sele"ed;


40/67

2

Th-s -s #e"ause he ro#a#-l-. sa// are -n he o//-"e -s h-gh; &mlemena-on o/

h-s sur3e. was "arr-ed ou /or one monh;

385 DATA ANALYSIS

4 num#er o/ 3ar-a#les were aken o "ons-dera-on o anal.ze he daa; !aa ha3e

#een anal.zed us-ng M-"roso/ ord, M-"roso/ e:"el $?$$ 20; &n he anal.s-s /or

h-s sud., - -n3ol3ed des"r--3e sa-s-"s; !es"r--3e sa-s-"s were used o

/ormulae and d-sla.-ng he a"ual -n/orma-on o#a-ned /rom he oula-on -n

he sud. area; rom here, a /reuen". anal.s-s -s "arr-ed ou, where he

er"enage o/ resonses -s "al"ulaed and resened -n a#le /orm; Ne:

"al"ula-ng he mean -nde: used /or "omar-son o/ daa;

4ssessmen ues-onna-re -s essen-al o ass-s -n re3-ew-ng he

le3el o/ sa// awareness o/ "osme-" sele"-on due o he C'' e//e"; rom he

ra-ngs o#a-ned, - -s used /or 3ar-ous -nde:es mean /or ea"h ues-on addressed

o he ?oula-on, h-"h -n urn w-ll g-3e he ra-ng s"ale "aegor. -nde: m-n,

sandard de3-a-on, /reuen"., er"enage and "h-suare es;

N, O&"$6"# A)/+7#$#

1


41/67

25

T/&+" 38581 Ra-ng s"ale "aegor.

;

CHAPTER 4

RESULT OF THE STUDY

481 I)-,(%$,)

$e"-on o/ h-s "haer resened he resuls and anal.s-s o/ he sud.

#ased on 206 "r-er-a ou o/ 21 sur3e. /orm; There are 2nonre/unda#le /orms

and he #alan"e o/ 11 sur3e. /orms "an no #e e3aluaed #e"ause - does no mee

he "r-er-a and w-ll "ause an error o he reor;

4nal.z-ng daa and resen-ng he resuls o/ he sud. are #ased as

-n Chaer 1, where he o#@e"-3es o/ he sud. mus #e a"h-e3ed; The o#@e"-3e o/


42/67

26

he sud. was o un"o3er-ng he s-gn-/-"an"e o/ C'' e//e" on rodu" e3alua-on

/or sele"-on o/ "osme-"s rodu" among TM sa//;

482 A)/+7#$# D"#-$?$6" ,* ?%-!/#" $)")$,) ,) +,/+ /)( $)"-)/$,)/+

,#'"$

Ta#le ;2;1 reuen". !-sr-#u-on and ?er"enage o/ Resondens on

&nerna-onal "osme-"


43/67

27

48282 L,/+ ,#'"$

Ta#le ;2;2 reuen". !-sr-#u-on and ?er"enage o/ Resondens on Lo"al

"osme-"


44/67

2A

48283 I* L,/+ ,#'"$ /)( I)"-)/$,)/+ ,#'"$ !/6" #/'" ?-$"

Ta#le ;2;* reuen". !-sr-#u-on and ?er"enage o/ Resondens on

&nerna-onal "osme-"

& ?R&C% $4M%

$T&LL ?R%%R

&NT%RN4T&'N4L

reuen". ?er"en PQ

>es AA 2;7

No 5 26;2

Naural 6 *1;1

Toal 206 100

Ta#le ;2;* a#o3e showed he /reuen". d-sr-#u-on and er"enage o/ resondens ha s-ll re/er -nerna-onal "osme-" -/ he r-"e s-m-lar o lo"al

rodu"; Based on he a#le, he. are 206 samle was "olle"ed; rom h-s samle,

here are AA resonden agreed us-ng he -nerna-onal "osme-" P2;7Q; & has

h-ghes ma@or-. o/ resonden; or a meanwh-le 6 resondens w-ll use #oh

rodu"s -/ he. ha3e same r-"e P*1;1Q; &n general we "an assume ha h-s 5

resonden re/er us-ng lo"al #rand -/ he r-"e -s s-m-lar P26;2Q


45/67

2=

48284 I* .%/+$7 ?-,(% &""- #$++ ,, '/"-#

Ta#le ;2; reuen". !-sr-#u-on and ?er"enage o/ Resondens on

&nerna-onal "osme-" ado-on -/ lo"al "osme-" ha3e #eer ual-.

& E

?R'!es 100 A;5

No 2 20;

Naural 6 *1;1

Toal 206 100

Ta#le ;2; a#o3e showed he /reuen". d-sr-#u-on and er"enage o/

resondens ha s-ll re/er -nerna-onal rodu" -/ he lo"al rodu" ha3e a #eer

ual-.; Based on he a#le, he. are 206 samle was "olle"ed; rom h-s samle,

here are 100 resonden s-ll re/er us-ng he -nerna-onal "osme-" PA;5Q; or

a meanwh-le 2 resonden raher "hoose o use lo"al rodu" -/ he. ha3e #eer

ual-. P20;Q; 6 resonden w-ll "ons-der #oh o-on e-her -nerna-onal or

lo"al #rand P*1;1Q;


46/67

*0

483 F/,- T!/ I)*+%")" COO E**"

48381$ T/&+" '#ser3a-on o/ C'' -n/luen"ed #. Counr. &mage

D,"# COO $)*+%")"( &7 C,%)-7 I'/"

'#ser3ed N %:e"ed N

no a all -moran 1* 1;2

less -moran 1A 1;2

-moran 65 1;2

3er. -moran 75 1;2

e:remel. -moran *5 1;2

Toal 206

4838 1$$ T/&+" '#ser3a-on o/ C'' -n/luen"ed #. rodu" knowledge

D,"# COO $)*+%")"( &7 ?-,(% ),+"("

'#ser3ed N %:e"ed N

no a all -moran 5 1;2

less -moran 17 1;2

-moran 5A 1;2

3er. -moran A= 1;2

e:remel. -moran *7 1;2


47/67

*1

Toal 206

4838 1$$$ T/&+" '#ser3a-on o/ C'' -n/luen"ed #. ar-o-sm

D,"# COO $)*+%")"( &7 P/-$,$#'

'#ser3ed N %:e"ed N

no a all -moran 16 1;2

less -moran * 1;2

-moran 76 1;2

3er. -moran 6 1;2

e:remel. -moran * 1;2

Toal 206

48381 $6 Ta#le C& $E


48/67

*2

rom he o#ser3a-on a#le ;*;1P-QP--QP---Q we "an see he /a"or ha -n/luen"-ng

C'' e//e" are "ounr. -mage, rodu" knowledge and ar-o-sm; rom h-s hree

/a"ors we "an see ha rodu" knowledge -s a /a"or mos /a3ored #. resonden

w-h oal s"ore o/ e:remel. -moran, 3er. -moran and -moran are 1A

"omare o "ounr. -mage and ar-o-sm ea"h ge s"ore 175 and 156;

H0 : country image, product knowledge and patriotism are independent

(no association)

H1 : country image, product knowledge and patriotism are dependent

&n "ommun-"a-on, - -s "on3en-on ha -/ h-s s-g;3alue -s less han ;05,

hen he sa-s-" -s "ons-dered o #e s-gn-/-"an -n "ommun-"a-onI - -s "on3en-onha -/ h-s 3alue -s less han ;05, hen he sa-s-" -s "ons-dered o #e s-gn-/-"an;

rom a#le ;*;1 P-3Q Ta#le Ch-suare "ounr. -mage had s"ore 7;7, rodu"

knowledge 10A;7 and ar-o-sm 7;AA, Re/er o he a#le s-gn-/-"an 3alue -s 0;00

more han 0;05; $o a""e 0 here -s no a s-gn-/-"an rela-onsh- #eween

"ounr. -mage, rodu" knowledge and ar-o-sm; Th-s hree /a"or are

-ndeenden o C'';


49/67

**

48382 F-".%")7> P"-")/"> M"/) /)( S/)(/-( D"6$/$,) T,/-(# L,/+

I)"-)/$,)/+ C,#'"$8

Ta#le ;*;2 reuen"., ?er"enage, Mean and $andard !e3-a-on !-sr-#u-on o/

4nal.s-s 4""ord-ng To Cusomer ?ur"hase &nen-on Towards Lo"al H &nerna-onal

Cosme-";

4nal.s-s

4""ord-ng To

Cusomer ?ur"hase

&nen-on

Towards

Lo"al H

&nerna-onal

Cosme-"

$rongl.

!-sagree

Less

!-sagree

4gree Fer.

4gree

$rongl.

4gree

Mean $andard

!e3-a-o

n

?re/er

-nerna-onal

#rands due o

C''

1A

A;7

66

*2;0

76

*6;=

*2

15;5

1

6;A

2;A0 1;0*0

?re/er

-nerna-onal

#rands due o

"usomer

re/eren"e

A

*;=

*7

1A;0

51

2;A

7A

*7;=

*2

15;5

*;* 1;07

?re/er

-nerna-onal

#rands due o

r-"e

1A

A;7

5

26;2

66

*2;0

27

1*;1

1

1=;=

*;0= 1;20

?re/er

-nerna-onal

#rands due o

ual-.

rodu"

5

2;

2

11;7

*A

1A;

62

*0;1

77

*7;

*;AA 1;111


50/67

*

?re/er

-nerna-onal

#rands due o

so"-al saus

*1

15;0

62

*0;1

75

*6;

26

12;6

12

5;A

2;6 1;067

nS206

Ta#le ;*;2 shows he /reuen"., er"enage, mean and sandard de3-a-on

d-sr-#u-on o/ anal.s-s -n des"r--on o Cusomer ?ur"hase &nen-on Towards

Lo"al H &nerna-onal Cosme-" among TM sa//; Th-s a#le -s o anal.z-ng he

/a"ors ha are o/en aken -no a""oun #. he user when sele"-ng "osme-"s

rodu";

or he h-ghes a3erage saemen -s saemen -n ues-on E11, 8?re/er

-nerna-onal #rands due o ual-. rodu" J w-h an a3erage mean o/ *;AA w-h a

sandard de3-a-on o/ 1;111 rom 206 resondens, ou o/ *A resondens P1A;Q

o/ hem "hoose neural, 62 resondens P*1;1Q agreed and anoher 77

resondens P*7;Q are srongl. agree;

or he lowes mean a3erage saemen -s a saemen ues-on E12,

wh-"h -s a#ou 8?re/er -nerna-onal #rands due o so"-al saus J, rea"hed he mean

a3erage o/ onl. 2;6 w-h a sandard de3-a-on 1;067; rom 206 resondens,5;A o/ he 12 resondens srongl. agreed, 26 resondens P12;6Q agreed, 75

resondens P*6;Q neural, 62 resondens P*0;1Q d-sagrees and *1

resondens P15Q srongl. d-sagree;

or saemen Num#er EA, wh-"h -s a saemen a#ou J ?re/er

-nerna-onal #rands due o C'' was se"ond lowes a3erage mean w-h s"ore o/

2;A0 w-h a sandard de3-a-on o/ 1;0*0, where -s 1 resondens P6;AQ "hoose

srongl. agreed, ** resondens P15;5 Q sele"ed agreed, 76 resondens P*6;=Q

"hose neural and 66 resondens P*2Q "hose d-sagree;

or saemen Num#er E=, ha he saemen a#ou J ?re/er -nerna-onal

#rands due o "usomer re/eren"e J, roughl. s"ored *;* o/ mean a3erage w-h

sandard de3-a-on o/ 1;07 'u o/ *2 resondens P15;5Q 3oed srongl. agreed,


51/67

*5

7A resondens P*7;= Q sele"ed agreed, 51 resondens P2;AQ "hoose neural,

*7 resondens P1AQ "hoose d-sagree;

or saemen Num#er E10, wh-"h saemen 8?re/er -nerna-onal #rands

due o r-"e9, s"ored mean a3erage o/ *;0= w-h an a3erage sandard de3-a-on

1;20, where 1 resondens P1;=Q ha3e "hosen srongl. agreed, 27

resondens P1*;1 Q -"ked agreed, 66 resondens P*2Q "hose neural and 5

resondens P26;2Q "hose he d-sagree;

Th-s -s an -ner3al s"ale daa; or he h-ghes a3erage E11, 8?re/er

-nerna-onal #rands due o ual-. rodu" J had an a3erage mean o/ *;AA w-h a

sandard de3-a-on o/ 1;111; Th-s means ha he resonse /or he -em d-sr-#ued

around he mean -n he range o/ 1;111, wh-"h means ha daa -s d-sr-#ued among

s"ores o/ 2;77 o ;== P8*Snaural 8 o 85S srongl. agreed9Q; or EA, h-s -s a

saemen a#ou 8?re/er -nerna-onal #rands due o C'' a3erage mean w-h s"ore

o/ 2;A0 w-h a sandard de3-a-on o/ 1;0*0 ;!aa -s d-sr-#ued among s"ores o/

1;77 o *;A*P82Sd-sagreed 8 o 8S agreed9Q


52/67

*6

484 F-".%")7> P"-")/"> M"/) /)( S/)(/-( D"6$/$,) T,/-(# !"

$'?,-/)" ,* COM /)( COB

$rongl.

!-sagree

!-sagree 4gree 4gree $rongl.

4gree

Mean $d;

!e3-a-on

C' 'M4N


53/67

*7

or he saemen 8"ounr. o/ #rand -moran han C'M9 rea"hed he

mean a3erage o/ onl. *;07 w-h a sandard de3-a-on 1;077; rom 206

resondens, A;* o/ he 17 resondens srongl. agreed, 52 resondens P25;2Q

agreed, =0 resondens P*;7Q neural, 2* resondens P11;2Q d-sagrees and 1

resondens P11;7Q srongl. d-sagree;

Th-s -s an -ner3al s"ale daa; or he h-ghes a3erage "ounr. o/

manu/a"ure -moran han C'B9J had an a3erage mean o/ *;5A w-h a sandard

de3-a-on o/ 0;=A; Th-s means ha he resonse /or he -em d-sr-#ued around

he mean -n he range o/ 0;=A, wh-"h means ha daa -s d-sr-#ued among s"ores

o/ 2;6* o ;52 P8*Snaural9 o 85S srongl. agreed9Q; or "ounr. o/ #rand

-moran han C'M a3erage mean w-h s"ore o/ *;07 w-h a sandard de3-a-on

o/ 1;077; !aa -s d-sr-#ued among s"ores o/ 1;== o ;1 P82Sd-sagreed9 o 8S

agreed9Q;

The greaer 3alue o/ sd he more #roadl. d-sr-#ued daa Pmore

d-serseQ aga-n showed no "ons-sen resonse o he ues-onna-re; To a small

3alue 0;=A -s #eer han 1;077 #e"ause - re/le"s "hanges -n rela-3el.

homogeneous among -nd-3-dual s"ores around he mean s"ore;


54/67


55/67


56/67

0

no -n3ol3e a lo o/ e//or; Na-onal -mage ma. -n/luen"e eole de"-s-ons relaed

o #u.-ng and -n3es-ng "osme-" rodu";

58282 A!$"6"'") S",)( O&"$6"

rom he resuls o#a-ned -n Chaer , he se"ond o#@e"-3e o/ he sud. o

-den-/.-ng mul-le 3ar-a#les ha e:la-n C'' e//e" on he TM sa// ur"hase

-nen-on o/ lo"al and -nerna-onal "osme-" ado-on was a"h-e3ed;Re/er o Ta#le

;*;1P- Q, Ta#le ;*;1P-- Q and Ta#le ;*;1P--- Q o#ser3a-on o/ C'' are -n/luen"ed

#. Counr. &mage, ar-o-sm and rodu" knowledge; rom l-ker s"ale s"ore we

"an see ha mos resondens agreed ha "oo -n/luen"e #. Counr. &mage,

ar-o-sm and rodu" knowledge; rom h-s hree /a"ors rodu" knowledge -s a

mos /a3ored /a"or #. resonden w-h oal s"ore o/ e:remel. -moran, 3er.

-moran and -moran are 1A "omare o "ounr. -mage and ar-o-sm ea"h

ge s"ore 175 and 156;

rom he naked e.e; e see ha he "ounr. o/ or-g-n -s heo3er3-ew o/ "ounr. -mage #u a"uall. -n he C'' here are also oher /a"ors

ha are more s-gn-/-"an "on"ern o "onsumers o/ "osme-"s su"h as rodu"

knowledge; Th-s -s "ons-sen w-h he o-n-on o/ M 'zer %uroean Dournal o/

'era-onal Resear"h, 2011, wh-"h has #een des"r-#ed -n "haer 2; 4""ord-ng o

h-m rodu" knowledge -s one o/ he mos ousand-ng aroa"h ha has an

-ma" on all ars o/ he de"-s-onmak-ng ro"ess; Th-s -s #e"ause -n he 21s

"enur. "onsumers are 3er. "on"erned a#ou "osme-" rodu"s wh-"h "an

enhan"e he-r #eau. a he same -me no endanger-ng he-r healh; Th-s -nd-ng

-s /urher emhas-zed #. he C& $E


57/67

1

"ounr. -mage, rodu" knowledge and ar-o-sm #u h-s hree /a"or are

-ndeenden o C'';

&n ur"hase -nen-on o/ lo"al and -nerna-onal "osme-" here are

also oher 3ar-a#les -n add--on o C''; %3en more, C'' -s no he ma@or

3ar-a#le; Th-s "an #e seen /rom he resuls, he mos oular answer /rom

resondens -s ual-. rodu", /ollowed #. "usomer re/eren"e and r-"e; C''

had a se"ond lowers s"ore /ollowed #. so"-al saus;

58283 F$)($) ,* !$-( O&"$6"

rom he resuls o#a-ned -n Chaer o re3eal-ng awareness among emlo.ees

a#ou he C'', C'M and C'B; &n/orma-on on he sele"-on o/ "osme-"s does

ake -no a""oun he e//e" o/ C''; Th-s '#@e"-3e was a"h-e3ed; +cademic

and !! researchers are in disagreement regarding the

su$remacy of one over other& (!M and !#)& Some have said

!M is more im$ortant than !# and the rest said !# is more

im$ortant than !M& +""ord-ng o h-s sud. /-nd-ngs, "usomers9

assessmen o/ lo"al and -nerna-onal "osme-" er/orman"e "an #e

undersanda#le #. C'M -mage #u no #. C'B -mage; or he h-ghes s"ore

8"ounr. o/ manu/a"ure -moran han C'B9 had an a3erage mean o/ *;5A w-h a

sandard de3-a-on o/ 0;=A; or "ounr. o/ #rand -moran han C'M a3erage

mean w-h s"ore o/ *;07 w-h a sandard de3-a-on o/ 1;077;

&n he "one: o/ "osme-" rodu"s, C'' wh-"h -s no "ommon

and eole use - as an -nd-"aor /or he e3alua-on o/ he rodu"; Th-s shows ha,

when eole ha3e l-le daa and -n/orma-on a#ou he rodu"s he. use "ounr.

o/ or-g-n as an -nd-re" roo/; The. "ons-der more o "ounr. o/ manu/a"ure han

C'B; Tha -s wh. man. "osme-" "oman. re/er u a la#el su"h as Jrodu" o/

&al.J or Jrodu" o/ ran"eJ o/ la.-ng he la#el Jmade -n ;;;;;;;;J #e"ause he. know,

-/ users know he-r rodu" was manu/a"ured -n de3elo-ng "ounr-es user w-ll

"hange he ur"has-ng de"-s-ons; ; %:amles ha o/en deal w-h l-nked, Tha-land


58/67

2

and Ch-na -s a leas o/ de3eloed "ounr., when eole hear a#ou a "osme-"

rodu", un"ons"-ousl., a low ual-. rodu" and some ma. #e harm/ul o healh

"omes on he-r m-nds; Th-s "on"e was e"hoed #. a"adem-" resear"hers and

C'',an and Tersra and Tse and GornP1==*Q; reored larger e//e" o/ C'M on

rodu" e3alua-ons han C'B;?rodu" w-h h-gher C'M -mage normall. rodu"e

more -mress-3e aeshe-"al des-gn and h-gher 3alue /or mone. o hem;

583 L$'$/$,)

There are a num#er o/ l-m-a-ons -n h-s sud.; -rsl., he small samle s-ze used,

l-m- he a#-l-. o general-ze wha -s /ound -n h-s sud.; The sud. was no

"arr-ed ou w-del. s-n"e onl. "arr-ed a Menara TM Kuala Lumur w-h 21

women sa//; P-;e; no enough o "aure he -mages o/ he "osomer re/eren"es

on lo"al or -nerna-onal; uure resear"h should o /or a larger samle s-ze;

Conseuenl., h-s sud. -s -n general o/ "osme-" and no sressed

on se"-/-" #rands; %a"h .e o/ #rand ma. ha3e d-//eren -mage #ene/-s or #rand

mean-ng and #rand a-ude; & sugges ha /or /uure resear"h, - would #e #eer o

/o"us on no more han hree #rands;

&n add--on, alhough $a// ha3e #een "aegor-zed as oen-al a"ual users, and

hus are argued o #e 3al-dl. used as samles -n man. sud-es "-ed -n he

l-eraure, Thus us-ng a"ual users su"h as oula-on -n "lang 3alle. /or /uure

resear"h -s ad3-sa#le;

584 F%%-" R"#"/-! R",''")(/$,)

&n /uure an. sud. on usage o/ "osme-" should "ons-der oher 3ar-a#les wh-"h

were no "o3ered -n h-s resear"h; 4mong he 3ar-a#les o #e "ons-dered su"h as

a#sen"e o/ s-de e//e", rodu" ual-., /-ne /eaures, n-"e "olors and dura#-l-. o/

he rodu";


59/67

*

&n add--on, - should also -n"lude oher 3ar-a#les su"h as ur#an and

rural eole, wh-"h are e:e"ed o demonsrae oss-#le d-//eren"es among ea"h

user; & -s also ne"essar. o

&n add--on, /uure sud-es ma. "ons-der e:am-n-ng one .e o/ "olor

"osme-" rodu" "aegor., /or e:amle, l-s-"k or /ounda-on; B. /o"us-ng on

one .e o/ "olor "osme-" ma. erhas rul. re3eal he #rand ar-#ues and

#ene/-s o/ ha ar-"ular #rand;

585 C,)+%#$,)

Nowada.s he use o/ "osme-"s -s #e"om-ng more an -moran ar o/ our da-l.

l-3es; 4 he same -me "osme-"s -s w-del. used as eole w-ll /eel "on/-danswhen us-ng -; Moreo3er, he "osme-" -ndusr. -s more de3eloed #e"ause o/ he

-n"reas-ng demand among "onsumers; !e3elomen o/ new "osme-" rodu"s

also a//e"s he "osme-" -ndusr.; 4d3anages /eel-ngs goods, re/le"-ng he

#eau., and sa-s/. he needs o/ ego should no #e "ons-dered as elemens

@us-/.-ng he end; $ome /orm o/ "onrol should #e ser-ousl. "ons-dered #. he

auhor--es -ns-ued o "onrol u#l-" healh a"ross he "ounr.;

&n m. -n3es-ga-on /o"used on he un"o3ered he s-gn-/-"an"e o/ C''

a//e" on rodu" e3alua-on /or sele"-on lo"al and -nerna-onal "osme-"s

rodu"; Na-onal -mage ma. -n/luen"e eole de"-s-ons relaed o #u.-ng and

-n3es-ng "osme-" rodu"; Now da.9s "onsumers are more /o"used on

-nerna-onal "osme-"; &/ no-/-ed o/ he lo"al "osme-"s, un"ons"-ousl. he. h-nk

a#ou a low ual-. rodu" ha "an harm he-r healh; hen asked -/ he r-"e

and ual-. o/ he rodu"s -s he same #eween lo"al and -nerna-onal, some

users "an re"e-3e lo"al rodu"s #u he res ke "onsan w-h a "ho-"e o/

-nerna-onal "osme-"; &n h-s s-ua-on we "an see ha he -mage o/ he "ounr.

also la. a role oher han he "osme-"s #rand -n "onsumer ur"hases;


60/67

The ma-n o#@e"-3e o/ h-s sud. was o -n3es-gae he rela-onsh-

#eween he hree "onsru" o/ "ounr. erse"-3e Phe "ounr.Js -mage, rodu"

knowledge and ar-o-smQ and ur"hase -nen-on -n he "one: o/ ur"has-ng

"osme-" rodu"s; Counr. -mage, rodu" knowledge and ar-o-sm are

-ndeenden o C'' #u he. are no asso"-ae o ea"h oher; The role o/ he

-nd-3-dual "ounr.Js -mage, rodu" knowledge and ar-o-sm /or he ur"hase o/

"onsumer ur"hase -nen-on o #u. "osme-" rodu"s were also e:am-ned; The

resuls showed ha he rodu" knowledge ha3e h-gh -ma" on he -nen-on o

"usomers o #u. "osme-"s /rom he erse"-3e o/ he "ounr. o/ or-g-n,

/ollowed #. he -mage o/ he "ounr. and ar-o-sm; when anoher 3ar-a#le are

aken -no "ons-dera-on su"h as r-"e, "usomer re/eren"e, so"-al saus and

rodu" ual-., C'' had a se"ond lowes la"e /ollowed #. so"-al saus;

rom he /-nd-ng, -n he "one: o/ "osme-" rodu"s he resul show ha

Counr. o/ Manu/a"ure -s more -moran han Counr. o/ Brand wh-le

heore-"all. -s oherw-se when lead-ng o he rodu"-on o/ oher rodu"s; &/

users know he-r rodu" was manu/a"ured -n de3elo-ng "ounr-es user w-ll

"hange he ur"has-ng de"-s-ons, #e"ause un"ons"-ousl. a low ual-. rodu"

"omes on he-r m-nds;


61/67

5

R"*"-")"

$ehen L; $ondoh Dr;1, Maznah an 'mar2, Na#s-ah 4#dul ah-d* &shak

&sma-l* and 4mran arun4s-an, 4"adem. o/ Managemen Dournal, Fol; 12, No;

1, A*U107, Danuar. 2007, The %//e" o/ Brand &mage on '3erall $a-s/a"-on and

Lo.al. &nen-on -n The Cone: o/ Color Cosme-"

L;&;M; >-ng $an, T;%;'; >uan $-m, T;4;N; Chr-s-ne N.a L-ng and N;G; Tuan

o"k, a"ul. o/ Bus-ness and Law, Mul-med-a


62/67


63/67

7


64/67

A


65/67


66/67

50


67/67

51

laporan psm baru ii coo 291115.docx

Documents