Artikel Ilmiah : C1H016033 a.n. RIKE DESILIA FEBY SAFITRI
| NIM | C1H016033 |
|---|---|
| Namamhs | RIKE DESILIA FEBY SAFITRI |
| Judul Artikel | PERCEIVED BRAND QUALITY, COUNTRY OF ORIGIN AND CONSUMER ETHNOCENTRISM EFFECTS ON PURCHASE DECISION OF KOREAN SKINCARE BRANDS (STUDY ON ECONOMIC AND BUSINESS FACULTY, UNIVERSITAS JENDERAL SOEDIRMAN) |
| Abstrak (Bhs. Indonesia) | Penelitian ini berjudul “Perceived Brand Quality, Country of Origin, and Consumer Ethnocentrism Effects on Purchase Decision of Korean Skincare Brands (Study on Economic and Business Faculty, Universitas Jenderal Soedirman)”. Penelitian ini bertujuan untuk menganalisis apakah terdapat pengaruh dari persepsi kualitas merek, negara asal merek, serta ethnocentris konsumen terhadap keputusan pembelian merek perawatan kulit asal Korea, oleh kalangan mahasiswa di Fakultas Eknomi dan Bisnis, Universitas Jenderal Soedirman. Dalam penelitian ini peneliti memilih merek perawatan kulit asal Korea sebagai topik karena saat ini perawatan kulit banyak digemari konsumen diIndonesia khususnya perawatan kulit asal Korea. Penelitian ini merupakan penelitian kuantitatif. Data primer yang digunakan didalam penelitian ini diperoleh dari kuesioner yang dibagikan kepada 97 responden sebagai sampel penelitian. Penelitian ini menggunakan accidental sampling sebagai metode pengambilan sampel, dan regresi linear berganda sebagai metode analisis. Hasil dari penelitian menunjukan bahwa variabel persepsi kualitas merek (X1), negara asal merek (X2) dan ethncentris konsumen (X3) secara simultan memiliki pengaruh yang signifikan terhadap keputusan pembelian (Y) merek perawatan kulit asal Korea di kalangan mahasiswa. Secara parsial, persepsi kualitas merek (X1), negara asal merek (X2) keduanya memiliki pengaruh positif signifikan terhadap keputusan pembelian (Y) dan thnocentris konsumen (X3) memiliki pengaruh yang negatif terhadap keputusan pembelian (Y). Temuan dari penelitian ini diharapkan dapat membantu para mahasiswa dan lembaga-lembaga akademik untuk mengetahui posisi merek global diIndonesia khususnya di kalangan mahasiswa. Keterbatasan penelitian ini berasal dari kemampuan menganalisa peneliti dalam menganalisis penelitian serta penyebaran kuisioner yang kurang merata. |
| Abtrak (Bhs. Inggris) | This research is entitled “Perceived Brand Quality, Country of Origin, and Consumer Ethnocentrism Effects on Purchase Decision of Korean Skincare Brands (Study on Economic and Business Faculty, Universitas Jenderal Soedirman)”. The research purposed is to analyze whether there is any effect of perceived brand quality, country of origin and consumer ethnocentrism towards purchasing decision Korean skincare brands of college students of Economic and Business Faculty, Universitas Jenderal Soedirman. In this study the researchers chose Korean skincare brands as the topic because currently skin care is popular with consumers in Indonesia, especially skincare from Korea. This research is a quantitative research. The primary data used in this study were obtained from questionnaires which were distributed to 97 respondents as the research sample. This study uses accidental sampling as the sampling method, and multiple linear regression as the analytical method. The results of the study show that the variables perceived brand quality (X1), brand country of origin (X2) and consumer ethnocentric (X3) simultaneously have a significant influence on purchasing decisions (Y) for Korean skin care brands among college students. Partially, perceived brand quality (X1), country of origin of the brand (X2) both have a significant positive effect on purchasing decisions (Y) and consumer thnocentric (X3) has a negative influence on purchasing decisions (Y). The findings from this research are expected to help students and academic institutions to know the position of global brands in Indonesia, especially among students. This study also has limitations which derived from the researcher ability to analyze the research and the uneven distribution of questionnaires. |
| Kata kunci | Persepsi Kualitas Merek, Negara Asal Merek, Ethnocentris Konsumen, Keputusan Pembelian |
| Pembimbing 1 | Dr. Nur Choirul Afif, S.E, M.Si. |
| Pembimbing 2 | Larisa Pradisti, S.E, M.Si. |
| Pembimbing 3 | |
| Tahun | 2023 |
| Jumlah Halaman | 9 |
| Tgl. Entri | 2023-01-19 11:19:16.734608 |