PENGARUH COUNTRY OF ORIGIN DAN GLOBAL BRAND IMAGE TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN (Survei pada Konsumen yang Membeli Smartphone Samsung Galaxy di Asia Tenggara) - Putri Wahyu Tati (Fakultas Ilmu Administrasi Universitas Brawijaya, 2015)
This research aims to examine and explain the effect of country of origin and global brand image on purchase intention and purchase decision also to examine the different perception between consumers in Indonesia, Singapore, Malaysia, Philippines, and Thailand. Type of research used in this research is explanatory research with quantitative approach. The size of the sample is 151 persons and sampling technique used in this research is quota sampling. The data analysis techniques used in this research are descriptive analysis, path analysis, and One-Way ANOVA. The results of this research show that country of origin has negative and significant effect on purchase intention, however, country of origin has no significant direct effect on purchase decision. Global brand image shows positive and significant effect both on purchase intention and purchase decision. Simultaneously, both of country of origin and global brand image show positive and significant effect on purchase intention and purchase decision. Moreover, the results show that there is a different perception towards the purchase intention among consumers in Malaysia and Thailand, but there is no different perception among the customers in each country for country of origin, global brand image, and purchase decision. Keywords: Country of Origin, Global Brand Image, Purchase Intention, Purchase Decision Abstrak Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh country of origin dan global brand image terhadap minat beli dan keputusan pembelian serta untuk mengetahui perbedaan persepsi antara konsumen di Indonesia, Singapura, Malaysia, Filipina, dan Thailand. Jenis penelitian yang digunakan, yaitu penelitian penjelasan dengan pendekatan kuantitatif. Sampel sebanyak 151 orang dan teknik sampling yang digunakan adalah quota sampling. Teknik analisis data yang digunakan adalah analisis deskriptif, analisis path, dan One-way ANOVA. Hasil penelitian ini menunjukkan bahwa country of origin memiliki pengaruh negatif dan signifikan terhadap minat beli, namun country of origin tidak memiliki pengaruh langsung yang signifikan terhadap keputusan pembelian. Global brand image memiliki pengaruh positif dan signifikan terhadap minat beli dan keputusan pembelian. Minat Beli juga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Secara gabungan, country of origin dan global brand image berpengaruh signifikan terhadap minat beli dan keputusan pembelian. Selain itu, hasil penelitian juga menunjukkan adanya perbedaan persepsi terhadap minat beli antara konsumen di negara Malaysia dengan negara Thailand, namun, tidak ditemukan adanya perbedaan persepsi terhadap country of origin, global brand image, dan keputusan pembelian antara konsumen di negara Indonesia, Singapura, Malaysia, Filipina, dan Thailand. Kata kunci: Country of Origin, Global Brand Image, Minat Beli, Keputusan Pembelian