PENGARUH PERSEPSI NEGARA ASAL DAN PENGETAHUAN PRODUK TERHADAP MINAT BELI PONSEL PINTAR LENOVO

FADLI, RIZKI (2014) PENGARUH PERSEPSI NEGARA ASAL DAN PENGETAHUAN PRODUK TERHADAP MINAT BELI PONSEL PINTAR LENOVO. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Rizki Fadli 2014; The Influence of Country of Origin Perception and Product Knowledge toward Purchase Intention of Lenovo Smartphone. Mini-thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Setyo Ferry, SE., MSi. & Dra Basrah Saidani, MSi. This research was aimed to describe and test the influence of Country of origin perception, Product knowledge toward Purchase intention. The research was conducted by using quantitative, descriptive, and causal research design, with the usage of survey methods. The population in this study was customers who visit Lenovo Store at ITC Depok, and have not used Lenovo smartphone before. The sample in this research was counted as 100 respondents and the research’s analysis was conducted by using SPSS 17 software. The result of the t test showed that country of origin perception gave significant influence toward purchase intention with the significance value of X to Y (0.000), and product knowledge also significantly influenced purchase intention with the value of significance X1 to Y (0.000) ,both are not greater than 0.05. The result of F test simultaneously indicated that country of origin perception and product knowledge significantly influenced purchase intention (0.000). The result of determination analysis in this research showed the variation of country of origin variable could explain the purchase intention variable for 39.2%, and product knowledge variable could explain purchase intention for 45.1% and both country of origin and product knowledge variables could explain purchase intention together for 84.3%. While 15.7% could be influenced or explained by other variables which were not included in this research model. Keywords: Country of origin perception, Product knowledge, Purchase intention.

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