EFEK NEGARA ASAL, CITRA MEREK, PERSEPSI KUALITAS, TERHADAP MINAT BELI ULANG PADA PRODUK LIPSTIK MEREK REVLON (Studi pada Mahasiswi di FISIP Universitas Lampung)

Nia Arnila, 1216051077 (2016) EFEK NEGARA ASAL, CITRA MEREK, PERSEPSI KUALITAS, TERHADAP MINAT BELI ULANG PADA PRODUK LIPSTIK MEREK REVLON (Studi pada Mahasiswi di FISIP Universitas Lampung). FISIP, UNIVERSITAS LAMPUNG.

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Abstrak

Era globalisasi saat ini dengan majunya perkembangan teknologi membuat evaluasi konsumen terhadap suatu produk tidak hanya didasarkan pada syarat intrinstik namun juga syarat ekstrinsiknya. Negara asal (COO), citra merek dan persepsi kualitas merupakan faktor yang tidak dapat dipandang sebelah mata. Penelitian ini bertujuan mengetahui pengaruh negara asal (COO), citra merek, persepsi kualitas terhadap minat beli ulang konsumen. Jenis penelitian ini adalah explanatory dengan pendekatan kuantitatif. Data penelitian ini melibatkan 60 responden dengan teknik non probability sampling. Metode analis yang digunakan adalah regresi berganda dengan bantuan alat SPSS for Windows 16. Hasil analisis data menunjukkan bahwa secara parsial terdapat satu variabel independen yaitu variabel persepsi kualitas yang memiliki pengaruh signifikan terhadap minat beli ulang konsumen. Sedangkan variabel negara asal (COO) dan variabel citra merek tidak berpengaruh signifikan terhadap minat beli ulang konsumen. Secara simultan, tiga variabel independen secara bersama-sama berpengaruh signifikan terhadap variabel dependen. Kata Kunci: Citra Merek, Minat Beli Ulang, Negara Asal, Persepsi Kualitas. THE EFFECTS OF THE COUNTRY OF ORIGIN, BRAND IMAGE, PERCEIVED QUALITY, TOWARDS REPURCHASING INTENTION OF REVLON LIPSTIK PRODUCT (The Study of Female Students of FISIP University of Lampung) This Globalization era with the advance of technological developments make consumer evaluation of a product is not only based on the intrinsic requirements but also the extrinsic requirements. Country of origin (COO), brand image, perceived quality are the factors that can not be underestimated. This study aims to determine the influence of the country of origin (COO), brand image, perceived quality of the repurchasing intention. This type of research is an explanatory quantitative approach. Data of this study involved 60 respondents with non probality sampling techniques. Analytical methods that were used is multiple regression with SPSS for windows 16. The result showed that partially there were one independent variables, variables perceived quality had a significant influence on consumer repurchasing intention. While the variable country of origin and variable brand image did not significantly influence the repurchasing intention. Simultaneously, the three independent variables together have significant effect toward the dependent variable. Keywords: Brand Image, Country Of Origin, Perceived Quality, Repurchasing Intention.

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 3113225 . Digilib
Date Deposited: 24 Feb 2016 03:58
Last Modified: 24 Feb 2016 03:58
URI: http://digilib.unila.ac.id/id/eprint/21186

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