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Pengaruh Country of Image dan Perceived Value terhadap Keputusan Pembelian Liptint TonyMoly Melalui Minat Beli sebagai Variabel Intervening (Studi Pada Mahasiswi FISIP UNDIP)

*Dini Arista Patricia  -  Universitas Diponegoro, Indonesia
Widiartanto Widiartanto  -  Universitas Diponegoro, Indonesia

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Abstract

Abstract: Nowadays, the use of beauty products trends such as makeup, lipstick, or skincare is not only just oriented toward Western countries but also shifted to Asian countries, especially South Korea. Within the past ten years, South Korean culture evolves rapidly until widespread and accepted by society worldwide, making Indonesia as Korean Wave development. It is supported by various brands of beauty skin care products loved the most by Indonesian consumers. One of them is Tony Moly. This study aims to discover the influence of country image and perceived value against buying decisions through the buying interest as an intervening variable. The type of study is non-probability sampling technique with a purposive sampling method. The data collection uses questionnaires and Google forms. Samples used are 100 respondents of Tony Moly consumers in FISIP (Faculty of Social and Political Sciences) UNDIP (Universitas Diponegoro). This study uses qualitative analysis by validity test, reliability test, correlation test, determinant test, simple and multiple regressions tests, significant t-test, and F test also Sobel analysis to examine the influence of the intervening variable. The study results showed a positive and significant influence in the country of image and perceived value against buying interest and a positive and significant influence against buying decisions.. This study suggests Tony Moly for more improving their product quality and variation.

Keywords: Country Image; Perceived Value; Buying Interest; Buying Decision

 Abstrak: Tren penggunaan produk kecantikan makeup, lipstik maupun skincare saat ini bukan hanya berkiblat dari Negara Barat saja, melainkan saat ini mulai bergeser ke Negara Asia terutama Korea Selatan. Dalam kurun waktu 10 tahun terakhir budaya Korea Selatan berkembang begitu pesat sampai meluas dan diterima oleh masyarakat seluruh dunia dan salah satunya yang menjadikan Indonesia sebagai tempat berkembangnya Korean Wave. Di dukung dengan adanya berbagai macam merek produk perawatan kecantikan yang paling digilai konsumen Indonesia salah satunya adalah Tony Moly. Penelitian ini bertujuan untuk mengetahui pengaruh country image dan perceived value terhadap keputusan pembelian melalui minat beli sebagai variabel intervening. Tipe penelitian adalah teknik non probability sampling, metode purposive sampling. Pengumpulan data menggunakan kuesioner dan google form. Sampel yang digunakan sebanyak 100 responden pengguna TonyMoly di FISIP UNDIP. Penelitian ini menggunakan analisis kuantitatif dengan uji validitas, reliabilitas, korelasi, determinan, rehresi berganda dan sederhana, signifikan uji t, dan uji F serta analisis sobel untuk menguji pengaruh variabel intervening. Hasil penelitian menunjukan terdapat pengaruh positif dan signifikan pada country of image dan perceived value terhadap minat beli, serta pengaruh positif dan signifikan antara minat beli terhadap keputusan pembelian. Saran dalam penelitian ini adalah TonyMoly lebih meningkatkan kualitas produknya dan variasi produk ditingkatkan.

 

 

Kata kunci: Country Image; Perceived Value; Minat Beli; Keputusan Pembelian

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Pengaruh Country Of Image Dan Perceived Value Terhadap Keputusan Pembelian Tony Moly Melalui Minat Beli Sebagai Variabel Intervening
Subject Country Image, Perceived Value, Buying Interest, Buying Decision.
Type Research Instrument
  Download (2MB)    Indexing metadata
 Research Instrument
Pengaruh Country Of Image Dan Perceived Value Terhadap Keputusan Pembelian Tony Moly Melalui Minat Beli Sebagai Variabel Intervening
Subject Country Image, Perceived Value, Buying Interest, Buying Decision.
Type Research Instrument
  Download (2MB)    Indexing metadata
Keywords: Country Image; Perceived Value; Buying Interest; Buying Decision

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