PENGARUH MEREK DAN NEGARA ASAL (COUNTRY OF ORIGIN) TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pengguna Water Bath merek Daihan di Jabodetabek)

DWIPERMANA, LAURENTIUS AJI (2017) PENGARUH MEREK DAN NEGARA ASAL (COUNTRY OF ORIGIN) TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pengguna Water Bath merek Daihan di Jabodetabek). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRACT This research was conducted to determine the influence of brand and Country of origin towards Purchasing decision. The research object is waterbath user in workplace which is located in Jabodetabek. This research was carried out to 89 respondents by using quantitave descriptive approach. Therefore, the data analysis using statistical analysis in multiple linear regression test. The result of this research indicates variable of brand and country of origin affect the purchasing decision of Daihan brand waterbath in Jabodetabek partially. This was derived from partial test result (t test) that shows significant value from two independent variables which support the hypothesis. Therefore, the test result of this research stated that there is influence partially between brand and country of origin variables towards purchasing decision for Daihan brand waterbath in Jabodetabek. Keywords: Brand, Country of origin, Purchasing decision, Water Bath, Daihan ABSTRAK Penelitian ini dilakukan untuk mengetahui pengaruh merek dan negara asal terhadap keputusan pembelian. Objek penelitian ini adalah pengguna alat water bath di perusahaan tempat bekerja yang berlokasi di Jabodetabek. Penelitian ini dilakukan terhadap 89 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel merek dan negara asal berpengaruh terhadap keputusan pembelian water bath merek Daihan di Jabodetabek. Hal ini dibuktikan dari hasil uji parsial (uji t) yang menunjukkan nilai signifikan dari dua variabel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara parsial antara variabel merek dan negara asal terhadap keputusan pembelian water bath merek Daihan di Jabodetabek. Kata kunci: merek, negara asal, keputusan pembelian, water bath, daihan

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