Impact of country of origin, brand image, perceived quality on purchase intention of HP laptops in Jabodetabek Area with the moderating role of high product involvement

Angeline, Fransisca (2022) Impact of country of origin, brand image, perceived quality on purchase intention of HP laptops in Jabodetabek Area with the moderating role of high product involvement. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Over time, technologies have grown and become one of the tools for various needs of the Indonesian people. One of the technologies we use as main things is a laptop. The sales of the laptop industry have increased due to increase on the demand side in 2021. However, the data shows that the market share of HP laptop smaller and was divided with other brands, such as currently the largest market share is Lenovo, Dell, Asus, and other laptops. In Indonesia market where HP was beaten by Asus, Acer Group, and Lenovo to take fourth place in 2021. The condition is interesting to investigate further about the factors that can influence the buying interest of Indonesian consumers towards the HP brands. Therefore, the aim of this study was to examine the independent effect of country of origin, brand image, and perceived quality in the relationship between the purchase intentions of people aged 18-49 years old who live in Jabodetabek Area, and also to examine the moderating effect of involvement towards each of three variables mentioned above and dependent variable. For the research, survey was conducted to 250 subjects who had met the criteria of people who have used HP laptops. The Smart PLS version 4 was used to analyse the data and test the hypotheses. The results reveal that country of origin, brand image, and perceived quality is significantly positively related to purchase intention. Further, consumers’ product involvement positively moderates the effect of country of origin, brand image, and perceived quality, and the strongest variable that moderates high product involvement is brand image/ Sepanjang waktu, teknologi mengalami perkembangan dan menjadi salah satu alat yang menunjang berbagai kebutuhan masyarakat Indonesia. Salah satu teknologi yang umumnya diggunakan yakni laptop. Penjualan dalam industri laptop telah meningkat dikarenakan adanya permintaan di tahun 2021. Namun, data menunjukkan pangsa pasar pada laptop HP lebih kecil dan terbagi dengan berbagai merek lainnya, seperti saat ini pangsa pasar terbesar adalah Lenovo, Dell, Asus, dan merek laptop lainnya. Pada pasar Indonesia dimana HP dikalahkan oleh Asus, Acer Group, and Lenovo yakni berada dalam posisi ke-4 di tahun 2021. Kondisi ini menjadi menarik untuk diinvestigasi mengenai faktor yang mampu mempengaruhi tingkat pembelian pada konsumen Indonesia kepada merek HP. Sehingga, tujuan studi ini untuk menguji pengaruhi variabel independen pada negara asal, citra merek, dan persepsi kualitas dalam hubungannya dengan niat pembelian pada orang yang berusia 18-49 tahun yang tinggal di wilayah Jabodetabek, juga menguji variabel moderasi produk high involvement terhadap tiga variabel yang disebutkan diatas dan variabel dependen. Pada penelitian ini, survei dilakukan kepada 250 orang yang telah memenuhi kriteria adalah orang yang menggunakan laptop HP. Smart PLS 4 digunakan untuk menganalisis data dan menguji hipotesis. Hasil pengujian menunjukkan negara asal, citra merek, persepsi kualitas berpengaruh signifikan positif terhadap niat pembelian. Kemudian, produk high involvement pada konsumen berhasil memoderasi efek pada negara asal, citra merek, dan persepsi kualitas, dan citra merek paling kuat dimoderasi produk high involvement sehingga terjadi peningkatan terhadap niat pembelian.

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