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

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.