PENGARUH PERSEPSI KUALITAS, CITRA MEREK DAN ETNOSENTRISME KONSUMEN TERHADAP MINAT PEMBELIAN PRODUK SOMETHINC

Penulis

  • Cindi Laraswati Universitas Negeri Surabaya
  • Harti Harti Universitas Negeri Surabaya

DOI:

https://doi.org/10.37932/j.e.v12i2.564

Kata Kunci:

persepsi kualitas, citra merek, etnosentrisme konsumen, minat pembelian

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh antara persepsi kualitas, citra merek, dan etnosentrisme konsumen terhadap minat pembelian produk Somethinc. Riset ini memakai pendekatan kuantitatif metode asosiatif kausal. Terdapat 97 responden diambil dalam penelitian ini, dengan populasi pembeli yang tertarik dan minat membeli produk Somethinc dan berusia berusia minimal 17 tahun. Teknik dalam menentukan dan menarik sampel sebagai data peneliti memanfaatkan probability sampling dan purposive sampling. Dalam menyebarkan angket serta mengumpulkan data, dari penyebaran tersebut peneliti menggunakan kuesioner dengan skala likert dimulai dari 1 hingga 5 yang menyatakan sangat tidak setuju hingga sangat setuju. Data yang telah dianalisis dengan software SPSS menggunakan metode regresi linier berganda. Dalam temuan riset menyatakan bahwa variabel persepsi kualitas dan citra merek keduanya signifikan dan memiliki pengaruh terhadap niat beli, sedangkan variabel etnosentrisme konsumen (signifikan negatif) tidak signifikan pada minat pembelian. Hasil penelitian ini digunakan sebagai masukan bagi marketing dengan memperhatikan kualitas, merek, dan etnosentrisme konsumen untuk meningkatkan penjualan.This study aims to determine the effect of perceived quality, brand image, and consumer ethnocentrism on interest in purchasing Somethinc products. This research uses a quantitative approach to the causal associative method. There are 97 respondents taken in this study, with a population of buyers who are interested and interested in buying Somethinc products and are at least 17 years old. Techniques in determining and drawing samples as research data utilize probability sampling and purposive sampling. In distributing questionnaires and collecting data, from the distribution the researchers used a questionnaire with a Likert scale starting from 1 to 5 which stated strongly disagree to strongly agree. Data that has been analyzed with SPSS software using multiple linear regression method. The research findings state that the perceived quality and brand image variables are both significant and have an influence on purchase intention, while the consumer ethnocentrism variable (significantly negative) is not significant on purchase intention. The results of this study are used as input for marketing by paying attention to quality, brand, and consumer ethnocentrism to increase sales.

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Diterbitkan

2022-09-24

Cara Mengutip

Laraswati, C., & Harti, H. (2022). PENGARUH PERSEPSI KUALITAS, CITRA MEREK DAN ETNOSENTRISME KONSUMEN TERHADAP MINAT PEMBELIAN PRODUK SOMETHINC. Jurnal Ekobis : Ekonomi Bisnis &Amp; Manajemen, 12(2), 185–196. https://doi.org/10.37932/j.e.v12i2.564

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Vol 12 No 2 (2022): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen

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