The effect of country of origin, online customer review, and trust towards purchase intention of Iphone

Komala, Clarence and Chandra, Tommy Gunawan (2020) The effect of country of origin, online customer review, and trust towards purchase intention of Iphone. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Electronic industry is one of the fastest growing industries in the world and without exception also in Indonesia. One of the electronic industry is handphone, technological changes affect the development of existing handphones, even now it can be said to be a smartphone, one of the famous smartphone companies is Apple Inc. Over the years, this Apple company continues to grow and create something new, Apple's best-selling product is the iPhone. In March 2020, Apple is in the top 5 market share in the mobile vendor market share worldwide. Certainly many things affect the success of this iPhone, the examples such as the country from which the iPhone was made, online customer reviews and trust. The aim of this study is to figure out if there is a positive effect of country of origin, Online Customer Review, and Trust towards Purchase Intention of iPhone. This study was done by a quantitative approach and the data gathered through 235 questionnaires filled by university of Pelita Harapan Tangerang students that have previously used an iPhone. The data was then calculated and analyzed using SmartPLS 3.28 to test the Validity, Reliability, R-square, and T-statistics. The result of this study shows that Country of Origin and Online Customer Review have a positive and significant effect on Purchase Intention of iPhone, also Trust have a positive impact too but not significant

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