Safira, Sari Fitri and Prof. Dr. Drs. Fatchur Rohman, , M.Si., CSM., CMA. and Dr. Siti Aisjah, SE., MS., CSRS., CFP., (2024) Pengaruh Country of Origin dan Harga terhadap Niat Membeli yang dimediasi oleh Trust (Studi Pada Konsumen Mixue Global Franchising di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini menyelidiki pengaruh Country of Origin dan Harga terhadap Niat Membeli, dengan Trust sebagai variabel mediasi pada konsumen Mixue Global Franchising. Penelitian ini merupakan penelitian eksplanatori dengan pendekatan kuantitatif dan pengumpulan data berbasis purposive sampling menggunakan survei online yang didistribusikan kepada 150 responden. Data dalam penelitian ini dianalisis dengan metode Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa country of origin, harga, dan trust berpengaruh signifikan terhadap niat membeli. Trust juga mampu memperkuat hubungan antara country of origin terhadap niat membeli dan hubungan antara harga terhadap niat membeli. Temuan ini menunjukkan bahwa Mixue berpotensi untuk memaksimalkan kekuatannya dengan menerapkan marketing communication berupa strategi branding yang menonjolkan kelebihan dari citra negara asal yang dimiliki, mendorong ulasan positif di media sosial untuk meningkatkan kepercayaan, dan menggunakan strategi pemasaran untuk menarik konsumen dengan memberikan promosi seperti diskon atau bundling guna meningkatkan niat membeli.
English Abstract
This research investigates the effects of country of origin and price on the purchase intention of Mixue Global Franchising consumers with trust as the mediating variable. Using purposive sampling method, 150 people were selected as the respondents. The data of this quantitative explanatory research was harvested from online questionnaires and was analyzed using Partial Least Squares (SEM-PLS). This study finds that country of origin, price, and trust significantly influence purchase intention and that trust is able to enhance the effects of country of origin on purchase intention and the effects of price on purchase intention. These findings imply that Mixue has the potentials to maximize its strength and to apply marketing communication in forms of branding, which is useful for highlighting the advantage of the image of its country of origin, encouraging positive reviews in social media to enhance trust, and to use marketing strategies aimed at attracting more consumers through promotional events such as discounts and bundling for higher purchase intention.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0424020043 |
| Uncontrolled Keywords: | country of origin, harga, trust, niat membeli, fast food |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 05 Dec 2024 02:36 |
| Last Modified: | 05 Dec 2024 02:36 |
| URI: | http://repository.ub.ac.id/id/eprint/233377 |
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Text (DALAM MASA EMBARGO)
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