PENGARUH COUNTRY OF ORIGIN DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI (Studi Pada Konsumen Sheet Mask Innisfree di FISIP Universitas Diponegoro)

Abstract

Abstract : Innisfree is one of the beauty products that has entered the Indonesian market and is included in the top five favorite skincare products for Indonesian women, but sales in 2017-2020 have decreased and there are several negative reviews on Innisfree sheet masks. This study aims to determine the effect of country of origin and electronic word of mouth on purchasing decision through purchase intention in Innisfree sheet mask products. The type of this study was explanatory research. The sampling technique was non-probability and used purposive sampling. The data collection using a questionnaire in the form of google form. The sample used was 100 respondents, namely active students of S1 FISIP Diponegoro University class 2017-2020. In this study used quantitative analysis with the help of SPSS application to validity test, reliability, correlation coefficient, coefficient of determination, simple and multiple regression, significance of t test and f test. The results showed that variables of country of origin and electronic word of mouth had a positive effect on purchasing decision through purchase intention. Suggestion in this study are to improve in several aspects that Innisfree needs to do, especially country of origin and electronic word of mouth, such as increasing the response when complaints or negative reviews are encountered in order to increase purchase intention and encourage purchasing decisions.

Keywords: Country of Origin; Electronic Word of Mouth; Purchase Intention; Purchase Decision

Abstrak : Innisfree merupakan salah satu produk kecantikan yang sudah memasuki pasar Indonesia dan termasuk kedalam lima besar skincare favorit wanita Indonesia, namun penjualan yang didapat tahun 2017-2020 mengalami penurunan dan terdapat beberapa review negatif pada sheet mask Innisfree. Penelitian ini bertujuan untuk mengetahui pengaruh country of origin dan electronic word of mouth terhadap keputusan pembelian melalui minat beli pada produk sheet mask Innisfree. Tipe penelitian adalah explanatory research. Teknik pengambilan sampel yaitu menggunakan teknik non probability dan purposive sampling. Pengumpulan data menggunakan kuesioner berbentuk google form. Sampel yang digunakan sebanyak 100 responden yaitu mahasiswa aktif S1 FISIP Universitas Diponegoro angkatan 2017-2020. Dalam penelitian menggunakan analisis kuantitatif dengan  bantuan aplikasi SPSS untuk uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana dan berganda, signifikansi uji t dan uji f. Hasil penelitian menunjukkan variabel country of origin dan electronic word of mouth berpengaruh positif terhadap keputusan pembelian melalui minat beli. Saran dalam penelitian ini adalah meningkatkan dalam beberapa aspek yang perlu dilakukan Innisfree terutama country of origin dan electronic word of mouth seperti meningkatkan respon apabila ditemui keluhan atau ulasan negatif agar meningkatkan minat beli dan mendorong keputusan pembelian

Kata Kunci: Country of Origin, Electronic Word of Mouth, Keputusan Pembelian, Minat Beli