Analisis Pengaruh Country of Origin dan Brand Image Terhadap Re-purchase Intention Smartphone (Studi Komparatif pelanggan Samsung dan OPPO Kota Padang)

MUHAMMAD, IQBAL RIDHA (2019) Analisis Pengaruh Country of Origin dan Brand Image Terhadap Re-purchase Intention Smartphone (Studi Komparatif pelanggan Samsung dan OPPO Kota Padang). Masters thesis, Universitas Andalas.

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Abstract

Penelitian ini bertujuan untuk : 1). Untuk mengetahui pengaruh Country Of Origin terhadap re-purchase intention produk Smartphone 2). Untuk mengetahui pengaruh Brand Image terhadap re-purchase intention produk Smartphone, 3). Untuk mengetahui bagaimana Perbedaan antara Smartphone Samsung dan Smartphone OPPO dilihat dari segi Country Of Origin dan 4) Untuk mengetahui bagaimana Perbedaan antara Smartphone Samsung dan Smartphone OPPO dilihat dari segi Brand Image.Yang menjadi objek penelitian adalah Studi Komparatif pelanggan Samsung dan OPPO. Data diperoleh dengan melakukan survey dengan menggunakan kuisioner. Analisis ini diuji dengan menggunakan SPSS. Dari penelitian yang dilakukan diketahui Berdasarkan Uji hipotesis menunjukkan bahwa Country Of Origin dan Brand Image berpengaruh positif dan signifikan terhadap Minat Beli Ulang (Y). Berdasarkan uji beda menunjukkan bahwa terdapat perbedaan antara Smartphone OPPO dengan Smartphone Samsung dilihat dari segi Country Of Origin dalam membeli ulang Smartphone. Kata Kunci: Country of Origin, Brand Image, Smartphone dan Repurchase Intention. ABSTRACT This research aims to: 1) To find out the influence of Country of Origin on the re-purchase intention of Smartphone Products 2). To find out the influence of Brand Image on the purchase intention of Smartphone Products 3). To find out how the differences between Samsung smartphones and OPPO smartphones, in terms of Country of Origin 4). To find out how the differences between Samsung smartphones and OPPO smartphones, in terms of Brand Image. The object of the Research is Comparative Study between the Samsung’s Consumers and OPPO’s Consumers. Data is obtained by conducting a survey using a questionnaire form. This analysis was tested using SPSS. From the research conducted it is known based on the hypothesis test showing that Country Of Origin and Brand Image has a positive and significant effect on Repurchase Interest (Y) Based on the T-test, result shows that there are differences between the OPPO Smartphone and the Samsung Smartphone in terms of the Country of Origin in buying Smartphone Key Words: Country of Origin, Brand Image, Smartphone and Repurchase Intention

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