PENGARUH COUNTRY OF ORIGIN, PRODUCT QUALITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION

SAFIRA CITRA FATINA, . (2021) PENGARUH COUNTRY OF ORIGIN, PRODUCT QUALITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh negara asal, kualitas produk dan citra merek terhadap keputusan pembelian produk kosmetik asal Korea Selatan. Data diperoleh melalui kuisioner secara purposive sampling kepada 200 responden pengguna kosmetik asal Korea Selatan di area Jabodetabek. Teknik analisis yang digunakan adalah regresi linier sederhana dengan hasil uji t menunjukkan nilai signifikansi < 0,05 menandakan jika negara asal, kualitas produk dan citra merek secara parsial berpengaruh secara positif dan signifikan terhadap keputusan pembelian. Hasil regresi linier sederhana memperoleh hasil yaitu Ŷ = 13,085 + 0,706X1, Ŷ = 14,265 + 0,658X2, dan Ŷ = 11,585 + 1,304X3. Hasil uji koefisien determinasi negara asal sebesar 50,7% sisanya dipengaruhi oleh variabel lain. Hasil uji koefisien determinasi kualitas produk sebesar 46,5% sisanya dipengaruhi oleh variabel lain. Hasil uji koefisien determinasi citra merek sebesar 63,1% sisanya dipengaruhi oleh variabel lain. This study aims to determine the effect of country of origin, product quality and brand image on purchase decision of cosmetic products from South Korea. The data was obtained through a purposive sampling questionnaire to 200 respondents using cosmetics from South Korea in the Jabodetabek area. The analysis technique used is simple linear regression with t test results indicating that the country of origin, product quality and brand image partially have a positive and significant effect on purchase decision with a significance value of <0.05. The analysis of the coefficient of determination on the country of origin variable has an R Square value of 0.507 or 50.7%, which means that the country of origin variable has the ability to explain purchase decision by 50.7% while the remaining 49.3% is influenced by other variables. The product quality variable has an R Square value of 0.465 or 46.5%, which means that the product quality variable has the ability to explain purchase decision of 46.5%, the rest is influenced by other variables. The brand image variable has an R Square value of 0.631 or 63.1%, which means that the brand image variable has the ability to explain purchase decision of 63.1% while the remaining 36.9% is influenced by other variables. Keywords: Country of Origin, Product Quality, Brand Image, Purchase Decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Drs. Nurdin Hidayat, M.M. ; 2). Dra. Basrah Saidani, M.Si
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10685 not found.
Date Deposited:	23 Aug 2021 05:32
Last Modified:	23 Aug 2021 05:32
URI:	http://repository.unj.ac.id/id/eprint/16937

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