Abstract:
The study was conducted at the location boutique INDIQOE Mall Pekanbaru, in order to
analyze the perceived brand quality (perceived quality of the brand) on fashion products
imported and sold in local boutiques, and examined the differences in perceptions among
consumers of imported products and local products. Respondents were selected by
purposive sampling and divided each 41 respondents for imports and 41 respondents for
local products, so the sample size to 82 people. The technique of data analysis is done
using the mean test and compare different test t-test.
The results showed that there were differences in the perceived quality of the brand
significantly between respondents imported products with local products. While
individually, performance products, compliance with specifications, reliability, durability,
and service showed significant differences between the two groups of respondents.
Product characteristics and perceived outcomes did not differ significantly between the
groups of respondents imported products and local products.
The results recommend to managers in order to implement a customer loyalty program
for frequent buyers create, manage customer database, the process of educating the
market about the quality of local products, as well as to expand market coverage by way
of online sales.
Keywords:
