Pengaruh Negara Asal, Citra Merek, Sikap Terhadap Merek Dan Ketidakpastian Konsumen Terhadap Niat Membeli
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh negara asal, citra merek, sikap terhadap merek dan ketidakpastian konsumen terhadap niat membeli smartphone di Indonesia. Penelitian dilakukan pada 240 responden di DKI Jakarta yang berniat membeli smartphone iPhone (AS), Samsung (Korea), dan Xiaomi (China). Metode penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling dan analisis data menggunakan PLS-SEM melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa negara asal berpengaruh positif terhadap citra merek, sikap terhadap merek, dan niat membeli, serta berpengaruh negatif terhadap ketidakpastian konsumen. Selain itu, citra merek dan sikap terhadap merek juga berpengaruh positif terhadap niat membeli, sedangkan ketidakpastian konsumen berpengaruh negatif terhadap niat membeli. Temuan ini memberikan kontribusi teoretis dalam literatur pemasaran serta implikasi praktis bagi strategi komunikasi dan pemasaran produk teknologi, khususnya smartphone, di Indonesia.
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