JUNITA, AURORA WIDYA IKA (2025) PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION SMARTPHONE iPhone (Survei pada Mahasiswa di Daerah Istimewa Yogyakarta). Skripsi thesis, UPN Veteran Yogyakarta.
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Abstract
PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE, DAN PERCEIVED
QUALITY TERHADAP PURCHASE INTENTION SMARTPHONE iPhone
(Survei pada Mahasiswa di Daerah Istimewa Yogyakarta)
Aurora Widya Ika Junita
NIM: 141210168
Mahasiswa Program Studi (S1) Ekonomi Manajemen
Fakultas Ekonomi dan Bisnis Universitas Pembangunan Nasional “Veteran”
Yogyakarta
aurorajunita08@gmail.com
ABSTRAK
Kemajuan teknologi yang pesat, terutama dalam bidang komunikasi, telah
mengubah cara manusia berinteraksi. Smartphone telah menjadi bagian integral
dalam kehidupan sehari-hari, tidak hanya sebagai alat komunikasi tetapi juga
sebagai sarana hiburan, pekerjaan, dan akses informasi. Tingginya tingkat
penggunaan smartphone di Indonesia menunjukkan pentingnya perangkat ini dalam
kehidupan masyarakat. Salah satu merek smartphone yang memiliki daya tarik
tinggi di kalangan konsumen, khususnya mahasiswa, adalah iPhone. Berbagai
faktor memengaruhi purchase intention smartphone iPhone, di antaranya adalah
country of origin, brand image, dan perceived quality.
Penelitian ini bertujuan untuk menganalisis pengaruh country of origin,
brand image, dan perceived quality terhadap purchase intention smartphone
iPhone. Country of origin merupakan faktor yang berperan dalam membentuk
persepsi konsumen terhadap suatu produk berdasarkan negara asalnya. Brand
image mencerminkan citra merek yang terbentuk di benak konsumen dan dapat
mempengaruhi minat pembelian. Sementara itu, perceived quality mengacu pada
persepsi konsumen terhadap kualitas produk berdasarkan karakteristik tertentu
yang diharapkan.
Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan
survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada mahasiswa di
Daerah Istimewa Yogyakarta yang mengetahui produk smartphone iPhone, dengan
jumlah responden sebanyak 100 orang. Hasil penelitian menunjukkan bahwa
country of origin, brand image, dan perceived quality memiliki pengaruh positif
dan signifikan terhadap purchase intention smartphone iPhone. Temuan ini sejalan
dengan penelitian terdahulu yang menyatakan bahwa faktor-faktor tersebut
memainkan peran penting dalam membentuk purchase intention konsumen
terhadap produk teknologi.
Kata kunci: Country of Origin, Brand Image, Perceived Quality, Purchase
Intention, Smartphone iPhone
vi
THE EFFECT OF COUNTRY OF ORIGIN, BRAND IMAGE, AND
PERCEIVED QUALITY ON PURCHASE INTENTION FOR SMARTPHONE
iPhone
(Survey on Students in Daerah Istimewa Yogyakarta)
Aurora Widya Ika Junita
NIM: 141210168
Student of the Management Study Program, Faculty of Economics and Business of
National Development University “Veteran” Yogyakarta
aurorajunita08@gmail.com
ABSTRACT
The rapid advancement of technology, especially in the field of
communication, has changed the way humans interact. Smartphones have become
an integral part of everyday life, not only as a communication tool but also as a
means of entertainment, work, and access to information. The high level of
smartphone usage in Indonesia shows the importance of these devices in people's
lives. One smartphone brand that has high appeal among consumers, especially
students, is iPhone. Various factors influence the purchase intention of iPhone
smartphones, including country of origin, brand image, and perceived quality.
This study aims to analyse the effect of country of origin, brand image, and
perceived quality on purchase intention of iPhone smartphones. Country of origin
is a factor that plays a role in shaping consumer perceptions of a product based on
its country of origin. Brand image reflects the brand image formed in the minds of
consumers and can influence purchase intention. Meanwhile, perceived quality
refers to consumer perceptions of product quality based on certain expected
characteristics.
The research method used is quantitative with a survey approach. Data
were collected through questionnaires distributed to students in the Special Region
of Yogyakarta who knew iPhone smartphone products, with a total of 100
respondents. The results showed that country of origin, brand image, and perceived
quality have a positive and significant influence on the purchase intention of iPhone
smartphones. This finding is in line with previous research which states that these
factors play an important role in shaping consumer purchase intention of
technology products.
Keywords: Country of Origin, Brand Image, Perceived Quality, Purchase
Intention, Smartphone iPhone
vii
| Item Type: | Tugas Akhir (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Country of Origin, Brand Image, Perceived Quality, Purchase Intention, Smartphone iPhone |
| Subjek: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > (S1) Manajemen |
| Depositing User: | Eko Yuli |
| Date Deposited: | 25 Nov 2025 01:47 |
| Last Modified: | 25 Nov 2025 01:47 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/45760 |
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