ANALISIS PENGARUH PERCEIVED VALUE, PRICE, BRAND IMAGE, COUNTRY OF ORIGIN, DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION PADA PENGGUNA PONSEL MEREK XIOAMI DI KOTA SAMARINDA --

RINGKASAN
ANALISIS PENGARUH PERCEIVED VALUE, PRICE, BRAND IMAGE, DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION PADA PENGGUNA PONSEL MEREK XIAOMI DI KOTA SAMARINDA

USWATUN HASANAH
Tujuan dari penelitian ini adalah untuk menganalisis dan membuktikan pengaruh Perceived Value terhadap Purchase Intention pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, pengaruh Price terhadap Purchase Intention pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, pengaruh Brand Image terhadap Purchase Intention pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, Country Of Origin terhadap Purchase Intention pada pengguna Ponsel Merek Xiaomi di Kota Samarinda,Product Quality terhadap Purchase Intention pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, pengaruh Perceived Value terhadap Purchase Decision pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, pengaruh Price terhadap Purchase Decision pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, pengaruh Brand Image terhadap Purchase Decison pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, pengaruh Country Of Origin terhadap Purchase Decision pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, Product Quality terhadap Purchase Decision pada pengguna Ponsel Merek Xiaomi di Kota Samarinda, dan pengaruh Purchase Intention terhadap Purchase Decision pada pengguna Ponsel Merek Xiaomi di Kota Samarinda. Dan penelitian ini menggunakan metode survei dengan sampel 145 yang tersebar di Kota Samarinda dengan teknik pengambilan sampel Accidental Sampling Methode. Responden hanya diwawancarai satu kali ketika bertemu (cross section). Data dari responden (Primary Data) kemudian ditabulasikan dan diuji menggunakan metode statistik. Data dikumpulkan dengan menggunakan alat bantu penelitian (kuisioner) yang telah diuji tingkat validitas dan reliabilitasnya. Dari hasil uji tersebut seluruh instrumen pertanyaan penelitian dinyatakan valid (nilai koefisien > 0.30) dan dinyatakan reliabel (nilai alpa > 0.60).
Hasil penelitian setelah dilakukan uji statistik dengan alat bantu SEM-AMOS versi 5.0 menunjukan hasil sebagai berikut Perceived Value berpengaruh signifikan terhadap Purchase Intention pada pengguna Ponsel Merek Xioami di Kota Samarinda, Price berpengaruh signifikan terhadap Purchase Intention pada pengguna Ponsel Merek Xioami di Kota Samarinda, Brand Image tidak berpengaruh signifikan terhadap Purchase Intention pada pengguna Ponsel Merek Xioami di Kota Samarinda, Country Of Origin berpengaruh signifikan terhadap Purchase Intention pada pengguna Ponsel Merek Xioami di Kota Samarinda, Product Quality berpengaruh signifikan terhadap Purchase Intention pada pengguna Ponsel Merek Xioami di Kota Samarinda, Perceived Value tidak berpengaruh signifikan terhadap Purchase Intention pada pengguna Ponsel Xiaomi di Kota Samarinda, Price berpengaruh signifikan terhadap Purchase Intention pada pengguna ponsel merek Xiaomi di kota Samarinda, Brand Image tidak berepengaruh signifikan terhadap Purchase Intention pada pengguna ponsel merek Xiaomi di kota Samarinda, Country Of Origin tidak berpengaruh signifikan terhadap Purchase Intention pada pengguna ponsel merek Xiaomi di kota Samarinda, Product Quality tidak berpengaruh signifikan terhadap Purchase Intention di kota Samarinda, dan Purchase Intention berpengaruh signifikan terhadap Purchase Intention pada pengguna ponsel merek Xiaomi di kota Samarinda.

Keyword: Perceived Value, Price, Brand Image, Country Of Origin, Product Quality, Purchase Intention, Purchase Intention

ABSTRACT

The purpose of this study was to analyze and prove the effect of Perceived Value on Purchase Intention on Xiaomi Brand Mobile Users in Samarinda City, Price influence on Purchase Intention on Xiaomi Brand Mobile Users in Samarinda City, the influence of Brand Image on Purchase Intention on Xiaomi Brand Mobile Users in Kota Samarinda, Country Of Origin on Purchase Intention on Xiaomi Brand Mobile Users in Samarinda City, Product Quality on Purchase Intention on Xiaomi Brand Mobile Users in Samarinda City, the effect of Perceived Value on Purchase Decision on Xiaomi Brand Mobile Users in Samarinda City, Price influence on Purchase Decision on Xiaomi Brand Mobile Users in Samarinda City, the influence of Brand Image on Purchase Decison on Xiaomi Brand Mobile Users in Samarinda City, Country of Origin influence on Purchase Decision on Xiaomi Brand Mobile Users in Samarinda City, Product Quality is p Purchase Decision on Xiaomi Brand Mobile users in Samarinda City, and the influence of Purchase Intention on Purchase Decision on Xiaomi Brand Mobile users in Samarinda City. And this research uses survey method with 145 samples spread in Samarinda City with the sampling technique of the Accidental Sampling Method. Respondents were only interviewed once when meeting (cross section). Data from respondents (Primary Data) are then tabulated and tested using statistical methods. Data were collected using research aids (questionnaires) that had been tested for their level of validity and reliability. From the test results, all instruments of the research questions were declared valid (coefficient value> 0.30) and declared reliable (value of the error> 0.60).
The results of the study after a statistical test with SEM-AMOS version 5.0 showed the following results: Perceived Value has a significant effect on Purchase Intention on Xioami Brand Mobile Users in Samarinda City, Price has a significant effect on Purchase Intention on Xioami Brand Mobile Users in Samarinda, Brand. Image has no significant effect on Purchase Intention on Xioami Brand Mobile users in Samarinda City, Country Of Origin has a significant effect on Purchase Intention on Xioami Brand Cellphone users in Samarinda City, Product Quality has a significant effect on Purchase Intention on Xioami Brand Cellphone users in Samarinda, Perceived Value has no significant effect on Purchase Intention on Xiaomi Mobile users in Samarinda City, Price has a significant effect on Purchase Intention on Xiaomi cellphone users in Samarinda, Brand Image has no significant effect on Purchases. se Intention on Xiaomi brand cellphone users in Samarinda, Country Of Origin did not significantly influence Purchase Intention on Xiaomi brand cellphone users in Samarinda, Product Quality had no significant effect on Purchase Intention in Samarinda, and Purchase Intention had a significant effect on Purchase Intention on Xiaomi brand mobile users in Samarinda city.

Keyword: Perceived Value, Price, Brand Image, Country Of Origin, Purchase Intention, Purchase Intention

RIWAYAT HIDUP