Pengaruh Country Of Origin Terhadap Citra Merek Dan Dampaknya Pada Keputusan Pembelian (studi Pada Pengguna Smartphone Huawei Di Kota Bandung)

Ilma Malinda Fidini Putri, Ai Lili Yuliati

Abstract

Abstrak Penelitian ini dilatarbelakangi oleh permasalahan terkait County Of Origin, Citra Merek , dan Keputusan Pembelian smartphone Huawei di Kota Bandung . Berdasarkan hasil pra survey, secara keseluruhan consumer smartphone Huawei belum sepenuhnya percaya menganai Country Of Origin, serta belum memiliki Citra Merek yang sesuai dengan kualitas produk sehingga menunjukan kurang nya Keputusan Pembelian pada produk smartphone Huawei. Penelitian ini bertujuan untuk mengetahui pengaruh County Of Origin, Citra Merek , dan Keputusan Pembelian smartphone Huawei di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampel dilakukan dengan metode non probability sampling dengan jumlah responden sebanyak 100 orang. Teknik Analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian dari analisis deskriptif menunjukkan bahwa variabel County Of Origin, Citra Merek , dan Keputusan Pembelian berada pada kategori cukup baik. Berdasarkan hasil analisis deskriptif Country Of Origin, Citra Merek dan Keputusan Pembelian secara keseluruhan berada dalam kategori cukup baik. Hasil teknik analisis jalur menunjukkan bahwa variabel Country Of Origini berpengaruh terhadap variabel Citra Merek sebesar 67,7%. Variabel Country Of origin berpengaruh terhadap variabel Keputusna Pembelian sebesar 2,52 %. Varibel Citra Merek berpengaruh terhadap variabel keputusan pembelian sebesar 67,7%. Kata Kunci : Country Of Origin, Citra Merek, Keputusan Pembelian Abstract This research is supported by issues concerning county, of origin the image of, brand and the decision to buy the smartphone huawei in city of bandung.According to the survey, pre overall consumer smartphones huawei has not fully believe about country of origin, and have not had the image of a brand that in accordance with the quality of products so as to show his less decision the purchase by a smartphone huawei. productsThis research aims to review the influence of county, of origin the image of, brand and the decision to buy the smartphone huawei in city of bandung.This study using quantitative methods with the kind of research and causally. descriptiveThe sample collection is done with non probability sampling methods with the number of respondents 100. as many as peopleDescriptive analysis techniques and analysis of the ( path analysis ).The research results from the descriptive analysis shows that the variable county, of origin the image of, brand and the purchase decision was in good enough. category Keywords : Country Of Origin, Brand Image,Purchase decision

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