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PENGARUH COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI UNIVERSITAS BORNEO TARAKAN (STUDI KASUS PADA MAHASISWA UNIVERSITAS BORNEO TARAKAN) | Pratama | JURNAL EKONOMIKA

PENGARUH COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI UNIVERSITAS BORNEO TARAKAN (STUDI KASUS PADA MAHASISWA UNIVERSITAS BORNEO TARAKAN)

Yugi Pratama, Nurjannatul Hasanah

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh: Country of Origin dan Brand Image terhadap Keputusan Pembelian Smartphone di Universitas Borneo Tarakan (Studi Kasus Pada Mahasiswa Universitas Borneo Tarakan) Dimana diajukan dua variabel bebas dan satu variabel terikat, yaitu Country of Origin dan Brand Image berperan sebagai variabel bebas dan Keputusan Pembelian sebagai variabel terikat. Metode sampel yang digunakan dalam penelitian ini adalah Nonprobability Sampling dengan teknik pengambilan sampel yaitu menggunakan Purposive Sampling. Data diperoleh dari hasil penyebaran Kuesioner dengan jumlah Kuesioner 100 buah Kuesioner. Metode analisis dalam penelitian ini menggunakan analisis regresi linier berganda. Pengujian statistik dalam penelitian ini menggunakan uji t. Hasil penelitian ini adalah dalam pengujian secara parsial variabel Country of Origin tidak berpengaruh secara signifikan terhadap Keputusan Pembelian.Varibel Country of Origin t hitung = -1.230 < t tabel = 1,661, t hitung lebih rendah dari t tabel. Sedangkan Brand Image t hitung 6,152 > t tabel 1,661, berpengarus secara signifikan karena t hitung lebih tinggi dari pada t tabel yang di persyaratkan. Dari hasil pengolahan data secara pasrial dalam penelitian ini menunjukkan bahwa dari ke dua variabel bebas hanya satu variabel bebas yang berpengaruh secara positif dan signifikan yaitu variabel Brand Image terhadap variabel terikat Keputusan pembelian.

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DOI: https://doi.org/10.35334/jek.v8i2.1540

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