The Effect of Product Evaluation and Country of Origin Towards Customer Purchasing Intention at Samsung Experience Store Medan

Chandra, Chandra (2020) The Effect of Product Evaluation and Country of Origin Towards Customer Purchasing Intention at Samsung Experience Store Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

After globalization era take place, as many companies now have outsourced part of their production outside, means now the way of thinking from customer is shift. the country of origin will give impact on customer purchasing intention. Samsung Experience Store, Medan is a store that engage in electronic devices such as mobile phones, tablet and watch. The company experience sales decline on quarterly for last one year. In product evaluation, country of origin impact customer purchasing intention in services. Customer pay more attention to favorable COO and give less weight to negative COO such as China. For this research, the writer use quantitative research, descriptive and causal as the research design method and implemented accidental sampling method to 171 customers at Samsung Experience Store as the samples in these study. This test has passed all of the test conduct in these study which are validity test, reliability test, normality test, heterocedasticity test, multicolinearity test and autocorelation test. The multiple regression equation in these research is Y = 11.638 + 0.360X1 + 0.225X2. In addition, the determination test result shows 39.4%. The result of hypothesis T-test shows that Ha1 and Ha2 is accepted. F test also shows that independent variable simultanesously effect dependent variable. In conclusion, the store is recommended to utilize social media to attract customer intention, maintain excellent services to retain customer and post documentary video to enchance customer knowledge about Samsung brand./Karena banyak perusahaan sekarang telah mengalihdayakan sebagian dari produksi mereka di luar, berarti sekarang cara berpikir pelanggan berubah. negara asal akan berdampak pada niat pembelian pelanggan. Samsung Experience Store adalah toko yang bergerak dalam perangkat elektronik seperti ponsel, tablet dan jam tangan. Perusahaan mengalami penurunan penjualan setiap triwulan selama satu tahun terakhir. Dalam evaluasi produk, negara asal memengaruhi niat pembelian pelanggan dalam layanan. Pelanggan lebih memperhatikan COO yang menguntungkan dan mengurangi bobot untuk COO negatif seperti Cina. Untuk penelitian ini, penulis menggunakan penelitian kuantitatif, deskriptif dan kausal sebagai metode desain penelitian dan menerapkan metode accidental sampling kepada 171 pelanggan di Samsung Experience Store sebagai sampel dalam penelitian ini. Tes ini telah melewati semua pengujian yang dilakukan dalam penelitian ini, yaitu uji validitas, uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas, dan uji autokorelasi. Selain itu, hasil uji determinasi menunjukkan 39,4%. Hasil uji hipotesis menunjukkan bahwa Ha1 dan Ha2 diterima. Uji F juga menunjukkan bahwa variabel bebas secara simultan berpengaruh terhadap variabel dependen. Sebagai kesimpulan, toko ini direkomendasikan untuk memanfaatkan media sosial untuk menarik minat pelanggan, mempertahankan layanan terbaik untuk mempertahankan pelanggan dan memposting video dokumenter untuk meningkatkan pengetahuan pelanggan tentang merek Samsung.

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