PENGARUH COUNTRY OF ORIGIN, PERCEIVED QUALITY, DAN BRAND IMAGE TERHADAP PURCHASE DECISIONS PRODUK SMARTPHONE IPHONE DENGAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI (Studi pada mahasiswa pengguna iPhone di Kota Bandar Lampung)

Irani, Agustina (2024) PENGARUH COUNTRY OF ORIGIN, PERCEIVED QUALITY, DAN BRAND IMAGE TERHADAP PURCHASE DECISIONS PRODUK SMARTPHONE IPHONE DENGAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI (Studi pada mahasiswa pengguna iPhone di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Ramainya pengguna iPhone di kalangan mahasiswa sudah menjadi hal biasa, saat mereka membeli suatu produk tentunya tidak hanya melihat dari keunggulan yang ditawarkan saja, namun mereka juga melihat merek yang akan dibelinya. Country of origin, perceived quality dan brand image menjadi faktor yang tidak bisa dipandang sebelah mata dalam mempengaruhi purchase decisions melalui customert trust (kepercayaan). Penelitian ini bertujuan untuk mengetahui pengaruh dari country of origin, perceived quality dan brand image terhadap purchase decision produk smartphone iPhone dengan customer trust sebagai variabel mediasi pada mahasiswa pengguna smartphone iPhone di kota Bandar Lampung. Penelitian ini menggunakan metode kuantitatif dengan jumlah sampel 100 responden. Sumber data berupa data primer dan data sekunder, data primer diperoleh dari hasil penyebaran kuesioner. Penelitian ini menggunakan probability sampling dengan teknik random sampling. Untuk proses analisis data menggunakan alat pengolahan Smart-PLS versi 4.1.0.3. Berdasarkan hasil penelitian menunjukan bahwa pengaruh langsung pada Country of origin berpengaruh signifikan terhadap purchase decisions. Perceived quality tidak berpengaruh signifikan terhadap purchase decisions. Brand image tidak berpengaruh signifikan terhadap purchase decisions. Country of origin berpengaruh signifikan terhadap customer trust. Perceived quality berpengaruh signifikan terhadap customer trust. Brand image berpengaruh signifikan terhadap customer trust. Customer trust berpengaruh signifikan terhadap purchase decisions. Kemudian pengaruh tidak langsung menunjukan bahwa customer trust tidak memediasi hubungan dari pengaruh Country of origin terhadap purchase decisions. customer trust memediasi hubungan dari pengaruh Perceived quality terhadap purchase decisions. customer trust tidak memediasi hubungan dari pengaruh Brand image terhadap purchase decisions. Kata kunci: Country of origin, perceived quality, brand image, purchase decisions dan customer trust. ABSTRACT The development of increasingly advanced technology has led to competition between smartphone manufacturers. They compete to produce advantages in products that will be marketed. The number of iPhone users among students has become commonplace, when they buy a product, of course, they do not only see the advantages offered, but they also see the brand they will buy and country of origin, perceived quality and brand image are factors that cannot be underestimated in influencing purchase decisions through customert trust. This study aims to determine the effect of country of origin, perceived quality and brand image on purchase decisions for iPhone smartphone products with customer trust as a mediating variable for students using iPhone smartphones in Bandar Lampung city. This research uses quantitative methods with a sample size of 100 respondents. Data sources are primary data and secondary data, primary data obtained from the results of distributing questionnaires. This study uses probability sampling with random sampling technique. For the data analysis process using the Smart-PLS version 4.1.0.3 processing tool. Based on the results of the study, it shows that the direct effect on Country of origin has a significant effect on purchase decisions. Perceived quality has no significant effect on purchase decisions. Brand image has no significant effect on purchase decisions. Country of origin has a significant effect on customer trust. Perceived quality has a significant effect on customer trust. Brand image has a significant effect on customer trust. Customer trust has a significant effect on purchase decisions. Then the indirect effect shows that customer trust does not mediate the relationship from the influence of Country of origin on purchase decisions. customer trust mediates the relationship from the influence of Perceived quality on purchase decisions. customer trust does not mediate the relationship from the influence of Brand image on purchase decisions. Keywords: Country of origin, perceived quality, brand image, purchase decisions and customer trust.

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