i ABSTRAK
PENGARUH COUNTRY OF ORIGIN DAN PERSEPSI KUALITAS TERHADAP MINAT BELI
(Survei Pada Mahasiswa/i Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara Pengguna Smartphone Xiaomi)
Nama : Starsia Septianda
NIM : 130907104
Program Studi : Ilmu Admnistrasi Niaga/Bisnis Fakultas : Ilmu Sosial dan Ilmu Politik Dosen Pembimbing : Onan M. Siregar, S.Sos., M.Si.
Seiring dengan perkembangan teknologi dan internet saat ini, manusia telah banyak menghasilkan berbagai macam produk yang dapat memenuhi kebutuhan dan keinginan manusia, salah satunya adalah produk smartphone. Saat ini telah banyak produk smartphone dengan merek yang beragam beredar di Indonesia. Banyaknya merek smartphone ini, menuntut produsen berlomba-lomba untuk menarik minat beli masyarakat Indonesia dengan menunjukkan label negara asal (Country of Origin) dan persepsi kualitas dari produk tersebut. Hal ini dikarenakan masyarakat Indonesia menyukai produk impor terutama produk dari negara maju yang dianggap handal dalam menghasilkan produk dan memiliki kualitas produk yang baik.
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh dari
Country of Origin dan persepsi kualitas terhadap minat beli smartphone Xiaomi di kalangan mahasiswa/i Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara.
Penelitian ini merupakan penelitian kuantitatif dengan pendekatan asosiatif. Metode pengambilan sampel adalah purposive sampling dengan jumlah responden sebanyak 100 orang responden. Metode analisis data yang digunakan adalah uji instrumen, uji asumsi klasik analisis regresi berganda, uji analisis regresi berganda, dan uji hipotesis. Pengujian dilakukan dengan menggunakan bantuan
software pengolah data statistik.
Berdasarkan hasil penelitian dapat disimpulkan bahwa tidak terdapat pengaruh antara variabel Country of Origin terhadap minat beli, terdapat pengaruh variabel persepsi kualitas terhadap minat beli dan terdapat pengaruh antara variabel Country of Origin dan persepsi kualitas terhadap minat beli. Variabel
Country of Origin dan persepsi kualitas memberikan sebesar 57,9% sumbangan pengaruh terhadap variabel minat beli.
Kata Kunci: Country of Origin, Persepsi Kualitas, Minat Beli
ii ABSTRACT
THE INFLUENCE OF COUNTRY OF ORIGIN AND PERCEIVED QUALITY ON INTEREST IN BUYING
(Survey On Student Faculty of Social Science and Political Science University of North Sumatra Xiaomi Smartphone Users)
Name : Starsia Septianda College Student Number : 130907104
Course Of Study : Business Administration Science Faculty : Social and Political Sciences Counseling Lecturer : Onan M. Siregar, S. Sos., M.Si.
Along with the development of technology and the internet nowadays, man has much produce a range of products that can meet the needs and desires of man, one of which is the product of a smartphone. It currently has a lot of products with diverse brands smartphone launched in Indonesia. The large number of brands of this smartphone, demands manufacturers vying to attract the interest of Indonesia buying by showing the label of the country of origin the perceived quality of the product. This is because Indonesian community likes imported products especially products from developed countries, which is considered reliable in producing quality products and have good products.
This research aims to find out and analyze the influence of Country of Origin and the perceived quality on interest in buying smartphone Xiaomi among students Faculty of social and political science University of North Sumatra.
This research is quantitative research with the associative approach. Sampling method was purposive sampling with a respondent's number of as many as 100 people respondents. Methods of data analysis used is instruments test, the classical assumptions of multiple regression analysis test, multiple regression analysis test, and hypotheses test. Testing is carried out using the help of statistical data processing software.
Based on the results of the study it can be concluded that there was no influence among variable of Country of Origin on interest in buying, there are influence among the variabel of perceived quality on interest in buying, there are influences between variables of Country of Origin and perceived quality on interest in buying. The variables of Country of Origin and the perceived quality providing influence donations of 57.9% to variable of interest in buying.
Keywords: Country of Origin, Perceived Quality, Interest in Buying
