PENGARUH COUNTRY OF ORIGIN, BRAND FAMILIARITY, DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada Pengguna Smartphone Samsung di Kabupaten Pringsewu)

Bunga, Ayu Sucinda (2023) PENGARUH COUNTRY OF ORIGIN, BRAND FAMILIARITY, DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada Pengguna Smartphone Samsung di Kabupaten Pringsewu). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Industri Smartphone telah berkembang cukup pesat, dan samsung menjadi salah satu pemimpin pasarnya, samsung bertahan menjadi merek teratas dalam industri ponsel pintar diseluruh dunia. Namun tidak demikian dengan indonesia dalam beberapa tahun terakhir Samsung di Indonesia mengalami pangsa pasar yang semakin menipis, oleh karena itu menarik untuk dilakukan penelitian mendalam tentang Purchase Intention konsumennya, untuk mengetahui sifat Purchase Intention konsumen samsung dan kemudian memberikan beberapa rekomendasi bagaimana samsung dapat meningkatkan pangsa pasarnya di indonesia. Metode penelitian yang digunakan adalah penelitian kuantitatif. Populasi dalam penelitian ini merupakan pengguna Samrtphone Samsung di Kabupaten Pringsewu. Sampel dalam penelitian ini berjumlah 97 orang, metode dalam pengambilan sampel menggunakan Nonprobability Sampling. metode analisis data menggunakan Structural Equation Modeling (SEM), dengan bantuan software PLS (Partial Least Square). Hasil penelitian menunjukkan Penelitian ini menunjukkan hasil bahwa Country of Origin memiliki pengaruh positif namun tidak signifikan terhadap Purchase Intention. Brand Familiarity memiliki pengaruh positif namun tidak signifikan terhadap Purchase Intention. Perceived Quality berpengaruh positif signifikan terhadap Purchase Intention. Kata Kunci: Country of Origin, Brand Familiarity, Perceived Quality, Purchase Intention. ABSTRACT The smartphone industry has grown quite rapidly, and Samsung is one of the market leaders, Samsung remains the top brand in the smartphone industry worldwide. However, this is not the case with Indonesia. In recent years, Samsung in Indonesia has experienced a dwindling market share. Therefore, it is interesting to conduct in-depth research on the Purchase Intention of its consumers, to find out the nature of the Purchase Intention of Samsung consumers, and then provide some recommendations on how Samsung can increase its market share. in Indonesia. The research method used is quantitative research. The population in this study are Samsung Samrtphone users in Pringsewu District. The sample in this study amounted to 97 people, the method of sampling using Nonprobability Sampling. data analysis method using Structural Equation Modeling (SEM), with the help of PLS (Partial Least Square) software. The results of this research show that the Country of Origin has a positive but not significant effect on Purchase Intention. Brand Familiarity has a positive but not significant influence on Purchase Intention. Perceived Quality has a significant positive effect on Purchase Intention. Keywords: Country of Origin, Brand Familiarity, Perceived Quality, Purchase Intention.

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