Pengaruh Country of Origin Terhadap Minat Beli Smartphone OPPO dengan Perceived Quality Sebagai Variabel Intervening (Studi pada Pengunjung Plaza Millennium)

Abstract

Country of origin effect (COOE) that the influence of the country of origin of products that the perception of consumers in their purchasing decisions. Some consumers decide their purchasing interests affected by the country of origin of the product. Country of origin of a product can affect consumer perception to see the good reputation of a country to produce the products. One perception that may arise is the perception of quality (perceived quality) are perceived consumer of the product. The better the reputation of the country the better the perceived quality that is acceptable to consumers. This study, entitled the influence of country of origin of the buying interest OPPO smartphone with perceived quality as intervening variable (study on the visitor Plaza Millennium). This study aims to determine the effect of country of origin on perceived quality, perceived quality influences the buying interest, country of origin of the buying interest and influence on the country of orign buying interest with pereceived quality as an intervening variable. This research is a type of associative research with quantitative approach. The sample in this study amounted to 100 people. Data collection techniques in this study conducted by distributing questionnaires to the visitors Plaza Millennium. Scoring technique used is Likert scale. Data analysis technique used is the method of calculation instrument test with validity and reliability test. The data analysis method to test the coefficient of determination, hypothesis testing, the classic assumption test and path analysis. The results showed a partial country of origin amounted to 6.389 affects perceived quality, perceived quality affects buying interest amounted to 3,854 and the country of origin affects the buying interest at 2.861. But from the results of path analysis (path analysis) showed that the perceived quality is not capable of intervening variables that mediate the effect of variable country of origin and variable interest in buying OPPO smartphone in this study.