Pengaruh country of origin terhadap purchase intention pada pasar smartphone di indonesia
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Robert Kristaung
Pembimbing 2 : Mahasiswa
Subyek : Purchase - intention
Kata Kunci : country of origin, attitude towards the brand, brand image, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001092_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002001092_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001092_Surat-Hasil-Similaritas.pdf | 2 | |
| 4. | 2024_SK_SMJ_022002001092_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001092_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001092_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001092_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001092_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002001092_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002001092_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002001092_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002001092_Bab-5.pdf | ||
| 13. | 2024_SK_SMJ_022002001092_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002001092_Lampiran.pdf |
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K Kemajuan teknologi di Indonesia telah membuat lompatan besar dalam beberapa dekade terakhir. Dalam era globalisasi dan persaingan pasar yang semakin ketat, memahami bagaimana persepsi terhadap Country of origin produk memengaruhi Purchase intention menjadi penting bagi strategi pemasaran perusahaan. Metode yang di gunakan dalam pengambilan data penelitian ini melalui kuisioner Google Form dan di ukur dengan skala likert. Sampel yang di gunakan pada penelitian ini berjumlah 210 responden melalui metode non-probability sampling dengan teknik purposive sampling yang merupakan pengguna pontensial Smartphone di Indonesia. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif country of origin terhadap purchase intention. Terdapat pengaruh positif country of origin terhadap brand image. Terdapat pengaruh positif country of origin terhadap Attitude towards the brand. Terdapat pengaruh positif brand image terhadap purchase intention. Terdapat pengaruh positif brand image terhadap Attitude towards the brand. Terdapat pengaruh positif Attitude towards the brand terhadap purchase intention.
T The advancement of technology in Indonesia has made significant leaps in recent decades. In an era of globalization and increasingly fierce market competition, understanding how the perception of a product\\\'s country of origin influences purchase intention becomes crucial for a company\\\'s marketing strategy. The method used for data collection in this research was through a Google Form questionnaire, measured using a Likert scale. The sample used in this study consisted of 210 respondents selected through non-probability sampling with purposive sampling technique, which included potential smartphone users in Indonesia. The results of this study indicate that there is a positive influence of country of origin on purchase intention. There is a positive influence of country of origin on brand image. There is a positive influence of country of origin on attitude towards the brand. There is a positive influence of brand image on purchase intention. There is a positive influence of brand image on attitude towards the brand. There is a positive influence of attitude towards the brand on purchase intention.
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