BRAND STEREOTYPE: Chinese Products in the Eyes of Indonesian Consumers

Stereotypes profoundly influence communication dynamics, particularly within the intricate relationship between a brand and its consumers. This study explores the intersection of "Country-of-Origin" stereotypes and their impact on brand image and consumer preferences, with a specific focus on Chinese products in the Indonesian market. Utilizing a qualitative approach, the research employed Focus Group Discussions (FGDs) to elicit deep-seated perceptions, structured around key dimensions of brand image, to identify the prevailing stereotypes held by Indonesian consumers. The findings reveal that stereotypes of Chinese products are deeply rooted in the "copycat" narrative, often summarized by the popular Indonesian prejudice of ATM (Amati, Tiru, Modifikasi)—observe, imitate, and modify. This stereotypical framework further characterizes Chinese brands as synonymous with low quality, questionable warranties, and a "low-price, high-fragility" trade-off. While these negative associations are most pervasive in the electronics and household appliance sectors, the study identifies a significant anomaly in perceptions of Traditional Chinese Medicine (TCM). In stark contrast to manufactured goods, TCM is perceived as highly efficacious, reliable, and a trusted alternative to conventional medical treatments. By mapping these divergent perceptions, the study provides a nuanced analysis of how deeply ingrained social prejudices can either erode or enhance brand equity. The findings offer meaningful insights into the dimensions of brand image, serving as a critical reference for both academics and marketing practitioners. This research shows that strategic brand repositioning is needed to address negative country-of-origin stereotypes and to leverage the cultural capital of specific product categories to build sustainable consumer preference in a competitive global landscape.