Analisis Pengaruh Brand Image, Familiarity Serta Country Of Origin Terhadap Purchase Intention Melalui Trust Dan Perceived Quality Pada Pengguna Skin Care Asal Korea Di Kalangan Mahasiswa Kota Samarinda --Ed. 1

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image,
Familiarity, Country Of Origin terhadap Purchase Intention pada konsumen skin care
Korea di kalangan mahasiswa kota Samarinda. Penelitian ini menggunakan
pendekatan kuantitatif dengan menggunakan path analysis yang diolah denga
software SPSS versi 23 dan Structural Equation Model (SEM) dengan software
AMOS 5, penelitian ini menggunakan sampel sebanyak 100 di Kota Samarinda.
Hasil penelitian menunjukkan bahwa terdapat 8 (delapan) hipotesis yang
berpengaruh signifikan dan 3 hipotesis berpengaruh tidak signifikan. Brand Image
terhadap trust berpengaruh signifikan, Brand Image terhadap perceived quality
berpengaruh signifikan, Brand Image terhadap Purchase Intention berpengaruh
signifikan, Familiarity terhadap Perceived Quality berpengaruh signifikan, Country Of
Origin terhadap Trust berpengaruh signifikan, Country Of Origin terhadap Perceived
Quality berpengaruh signifikan, Country Of Origin terhadap Purchase Intention
berpengaruh signifikan, dan Trust terhadap Purchase Intention berpengaruh
signifikan. Namun, Familiarity terhadap Trust berpengaruh tidak signifikan,
Familiarity terhadap Purchase Intention berpengaruh tidak signifikan, Perceived
Quality terhadap Purchase Intention berpengaruh tidak signifikan.
Kata kunci : Brand Image, Familiarity, Country Of Origin, Trust, Perceived Quality,
Purchase Intention, Skin Care Korea, SPSS, SEM (Structural
Equation Model)
ABSTRACT
The purpose of this paper is to analyze the effect of Brand Image, Familiarity,
and Country Of Origin on Purchase Intention through Trust and Perceived Quality on
consumen Korean Skin Care among students in Samarinda City. This paper used
quantitative method with used SPSS Ver.23 and Structural Equation Model (SEM)
with software AMOS 5. In total, used 100 participant where domicile in Samarinda
City.
The result of research shows that 8 (eight) hypotheses have significant
impact and 3 (three) hypotheses have not significant impact. Brand image on trust
have significant impact, Brand Image on Perceived Quality have significant impact,
Brand Image on Purchase Intention have significant impact, Familiarity on Perceived
Quality have significant impact, Country Of Origin on Trust have significant impact,
Country Of Origin on Perceived Quality have significant impact, Country Of Origin on
Purchase Intention have significant impact, and Trust on Purchase Intention have
significant impact. But the otherwise, Familiarity on Trust has no significant impact,
Familirity on Purchase Intention has no significant impact, and brand image on brand
loyalty has no significant impact.
Keywords: Brand Image, Familiarity, Country Of Origin, Trust, Perceived
Quality, Purchase Intention, Korean Skin Care, SPSS, SEM
(Structural Equation Model).