Pengaruh Country Of Origin Terhadap Purchase Intention Produk Uniqlo Yang Dimediasi Oleh Variabel Perceived Quality (Studi Pada Mahasiswa S1 Universitas Brawijaya Kota Malang)

Rahmawansyah, Ichnak Maulana (2018) Pengaruh Country Of Origin Terhadap Purchase Intention Produk Uniqlo Yang Dimediasi Oleh Variabel Perceived Quality (Studi Pada Mahasiswa S1 Universitas Brawijaya Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh country of origin terhadap purchase intention produk Uniqlo yang dimediasi oleh variabel perceived quality, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalaha explanatory research yang menjelaskan hubungan kausal antar variable-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden dengan menggunakan teknik non-probability sampling metode purposive sampling. Uji hipotesis dilakukan menggunakan uji T dan uji Sobel. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software Smart PLS 3.0 untuk memudahkan penelitian. Dari hasil pengujian terhadap keempat hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel country of origin berpengaruh positif dan signifikan terhadap purchase intention produk Uniqlo. Variabel country of origin berpengaruh positif dan signifikan terhadap perceived quality produk Uniqlo. Variabel perceived quality berpengaruh positif dan signifikan terhadap purchase intention produk Uniqlo. Variabel country of origin berpengaruh positif dan signifikan terhadap purchase intention produk Uniqlo yang dimediasi oleh variabel perceived quality, dengan perceived quality berkedudukan sebagai mediasi sebagian.

English Abstract

This research aims to determine and analyze the direct and indirect influence of country of origin on purchase intention of Uniqlo Product mediated by perceived quality as the intervening variable. This explanatory reserach explains the casual relationship between variables through hypotesis testing. This study used a sample of 100 respondents by using non-probability sampling technique that is purposive sampling method. The hypothesis testing was done using T test and Sobel test. The data were analyzed using Partial Least Square (PLS), in Smart PLS 3.0. Based on the four hypothesis, it can be concluded that country of origin has a positive and significant influence on the purchase intention of Uniqlo product, that country of origin has a positive and sgnificant effect on the perceived quality Uniqlo product, and that perceived quality has a positive and significant effect on purchase intention of Uniqlo product. Furthermore, country of origin has a positive and significant influence on purchase intention of Uniqlo product with partial mediation of perceived quality

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/284/051805871
Uncontrolled Keywords: Country of Origin, Perceived Quality, Purchase Intention, Country of Origin, Perceived Quality, Purchase Intention
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 08 Oct 2019 06:58
Last Modified: 20 Oct 2021 04:29
URI: http://repository.ub.ac.id/id/eprint/164092
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