PENGARUH NEGARA ASAL DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE OPPO DENGAN PERSEPSI KUALITAS SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Mahasiswa/i Universitas Negeri Jakarta)

SETYO AJI WIBOWO, . (2021) PENGARUH NEGARA ASAL DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE OPPO DENGAN PERSEPSI KUALITAS SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Mahasiswa/i Universitas Negeri Jakarta). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui: 1) Apakah negara asal berpengaruh terhadap persepsi kualitas. 2) Apakah citra merek berpengaruh terhadap persepsi kualitas. 3) Apakah negara asal berpengaruh terhadap minat beli. 4) Apakah citra merek berpengaruh terhadap minat beli. 5) Apakah persepsi kualitas berpengaruh terhadap minat beli. 6) Apakah negara asal berpengaruh terhadap minat beli melalui persepsi kualitas sebagai variabel intervening. 7) Apakah citra merek berpengaruh terhadap minat beli melalui persepsi kualitas sebagai variabel intervening. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner. Objek penelitian ini adalah 216 responden Mahasiswa/i Universitas Negeri Jakarta yang pernah atau sedang menggunakan smartphone Oppo. Teknik pengambilan sampel menggunakan pendekatan purposive sampling. Analisis data menggunakan SPSS versi 22 dan SEM (Structural Equation Model) dari paket statistik LISREL versi 8.80 untuk mengolah dan menganalisis data hasil penelitian. Kata Kunci: Negara Asal, Citra Merek, Persepsi Kualitas, Minat Beli, Oppo ************* The purpose of this research are: 1) To determine whether country of origin affect to perceived quality. 2) To determine whether brand image affect to perceived quality. 3) To determine whether country of origin affect to purchase intention. 4) To determine whether brand image affect to purchase intention. 5) To determine whether perceived quality affect to purchase intention. 6) To determine whether country of origin affect to purchase intention mediates by perceived quality. 7) To determine whether brand image affect to purchase intention mediates by perceived quality. Methods of data collection using survey method with the instrument in the form of questionnaire. The object of this study is 216 respondents students of The State University of Jakarta who ever or are using Oppo smartphone. The sampling methods of this research is purposive sampling. Data analysis using SPSS 22 version and SEM (Structural Equation Model) from LISREL 8.80 version statistic package to process and analyze data of research result. Key Words: Country of Origin, Brand Image, Perceived Quality, Purchase Intention, Oppo

Item Type: Thesis (Sarjana)
Additional Information: 1). Prof. Dr. Mohamad Rizan, M.M. ; 2). Ika Febrilia, S.E., M.M.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: FE > S1 Manajemen
Depositing User: Users 10606 not found.
Date Deposited: 19 Jul 2021 02:17
Last Modified: 19 Jul 2021 02:17
URI: http://repository.unj.ac.id/id/eprint/16551

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