Please use this identifier to cite or link to this item: http://repository.uma.ac.id/handle/123456789/12145
Title: Pengaruh Country Origin Images dan Product Knowledges Terhadap Keputusan Pembelian Produk Mylea (Studi Kasus Konsumen di Kota Medan)
Other Titles: The Influence of Country Origin Images and Product Knowledges on Mylea Product Purchase Decisions (Case Study of Consumers in Medan City)
Authors: Azhari, Muhammad Rizky
Advisor: Miftahuddin
Pribadi, Teddi
Keywords: country of origin images;product knowledges
Issue Date: 12-May-2020
Publisher: Universitas Medan Area
Series/Report no.: NPM;168320065
Abstract: Tujuan penelitian ini adalah untuk mengetahui dan menganalisis Country Of Origin Images Dan Product Knowledges terhadap Keputusan Pembelian produk Mylea Metode penelitian yang dilakukan adalah penelitian asosiatif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah konsumen produk Mylea yang berjumlah 114 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 114 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 22,0 dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: Secara parsial variabel Country Of Origin Images mempengaruhi Keputusan Pembelian produk Mylea. Secara parsial variable Product Knowledges mempengaruhi Keputusan Pembelian produk Mylea. Secara simultan terdapat pengaruh yang positif dan signifikan antara variabel Country Of Origin Images dan Product Knowledges mempengaruhi Pengetahuan produk Mylea.
Description: The purpose of this study was to determine and analyze the Effect of Country of Origin and Knowledge on the Decision to Purchase Mylea Products. The research method used is associative research, where variables are measured on a Likert scale. The method of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were consumers of Mylea products, amounting to 114 people. Sampling with saturated sampling method or better known as the census. In this study the total population is relatively small as many as 114 people. Data processing using SPSS software version 22,0 with descriptive analysis and hypothesis testing multiple regression analysis. The results of the study show that: Partially the State of Origin variable influences the Purchase Decision of Mylea products. Partially the Knowledge variable influences the Purchase Decision of Mylea products. Simultaneously there is a positive and significant effect between the Origin and Knowledge State variable influences Knowledge of Mylea products.
URI: http://repository.uma.ac.id/handle/123456789/12145
Appears in Collections:SP - Management

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