Pengaruh country of origin dan brand credibility terhadap purchase intention
Info Katalog
File Repositori
Nomor Panggil : 022001801116
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Kurniawati
Subyek : Marketing - Management;Customer satisfaction - Marketing
Kata Kunci : country of origin, brand credibility, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_-022001801116_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_-022001801116_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2022_TA_SMJ_-022001801116_Bab-1-Pendahuluan.pdf | 5 | |
| 4. | 2022_TA_SMJ_-022001801116_Bab-2-Tinjauan-Pustaka.pdf | 10 |
|
| 5. | 2022_TA_SMJ_-022001801116_Bab-3-Metode-Penelitian.pdf | 13 |
|
| 6. | 2022_TA_SMJ_-022001801116_Bab-4-Analisis-dan-Pembahasan.pdf | 11 |
|
| 7. | 2022_TA_SMJ_-022001801116_Bab-5-Kesimpulan.pdf | 3 |
|
| 8. | 2022_TA_SMJ_-022001801116_Daftar-Pustaka.pdf | 9 | |
| 9. | 2022_TA_SMJ_-022001801116_Lampiran.pdf | 18 |
|
P Penelitian ini bertujuan menguji dan menganalisa pengaruh country of origin, brand credibility terhadap purchase intention. Objek penelitian ini adalah produk fashion lokal. Sampel yang digunakan pada penelitian ini sebanyak 203 responden. Data diperoleh dengan menyebarkan kuesioner secara online dengan media alat bantu google form kepada konsumen yang telah menggunakan produk fashion lokal minimal 3 bulan. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling. Data yang diperoleh dianalisis dengan software SPSS 25. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif country of origin dan brand credibility terhadap purchase intention,terdapat pengaruh positif country of origin terhadap Purchase Intention, terdapat pengaruh positif brand credibility terhadap purchase intention. Implikasi manajerial untuk meningkatkan country of origin, brand credibility dan purchase intention. Penelitian selanjutnya dapat menambah variabel lain seperti brand image, customer satisfaction, brand loyalty, dan Word of mouth yang dapat mempengaruhi purchase intention (Büyükdağ, 2021).
T This study aims to examine and analyze the effect of country of origin, brand credibility on purchase intention. The object of this research is local fashion products. The sample used in this study were 203 respondents. The data was obtained by distributing online questionnaires using google form as a media tool to consumers who had used local fashion products for at least 3 months. The method used in this research is non-probability sampling with purposive sampling technique. The data obtained were analyzed software SPSS 25. The results of this study indicate that there is a positive influence of country of origin and brand credibility on purchase intention, there is a positive influence of country of origin on Purchase Intention, there is a positive influence of brand credibility on purchase intention. Managerial implications for increasing country of origin, brand credibility and purchase intention. Further research can add other variables such as brand image, customer satisfaction, brand loyalty, and word of mouth that can affect purchase intention (Büyükdağ, 2021).
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Info Koleksi Skripsi
Universitas
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- FK (2156)
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- FSRD (758)