Analisis Pengaruh Country Of Origin, Brand Image Terhadap Minat Beli dengan Perceived Quality Sebagai Variabel Intervening (Studi Pada Pengguna Skincare di Universitas Muhammadiyah Surakarta)

Forma, Yesy Bangkit and , Kussudyarsana, S.E., M.Si., Ph.D. (2020) Analisis Pengaruh Country Of Origin, Brand Image Terhadap Minat Beli dengan Perceived Quality Sebagai Variabel Intervening (Studi Pada Pengguna Skincare di Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study analyzes the effect of country of origin and brand image on buying interest through perceived quality as an intervening variable on skincare users at Muhammadiyah University, Surakarta. This type of research used in this study is quantitative. In this research, the sampling technique is the non-probability sampling method chosen is incidental sampling. As many as 300 people were taken with data collection using online questionnaires (google form). The distribution was carried out directly to the respondents, namely students of the University of Mummadiyah Surakarta. Processing research data using descriptive analysis and SEM analysis with SmartPLS. The results of this study state that the country of origin variable has a positive effect on perceived quality in the use of skincare. The country of origin variable does not affect the variable buying interest in using skincare. The brand image variable has a positive effect on the perceived quality variable. The brand image variable has a positive effect on the buying interest variable. The perceived quality variable has a positive effect on buying interest. The country of origin variable has an indirect effect on buying interest through perceived quality as an intervening variable. The brand image variable has an indirect effect on buying interest through perceived quality as an intervening variable. Keywords : country of origin, brand image, perceived quality, buying interest

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Country Of Origin, Brand Image, Perceived Quality, Minat Beli
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YESY BANGKIT FORMA
Date Deposited:	05 Aug 2020 13:41
Last Modified:	05 Aug 2020 13:41
URI:	http://eprints.ums.ac.id/id/eprint/84020

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