Efek country of origin dan pengetahuan produk pada evaluasi produk dan niat pembelian produk sepeda motor (Survei konsumen di Kecamatan Jebres)

Oleh :
Ratna Susanti - F1205588 - Fak. Ekonomi dan Bisnis

ABSTRAK Since going into effect of of free market for the humanity of nations ASEAN ( AFTA) as well as NAFTA hence, progressively many producers of other state stepping into the Indonesia. One of them producer otomotif which come from various state as well as offering assorted of type, product variation and brand. For that consumer have separate considerations in choosing the motorcycle product to be bought. Intention of this research is to check concerning effect from country of origin and knowledge of product at product evaluation and intention purchasing of motorbike product. In this research there are two variable independent that is Country of origin and knowledge and also two variable dependent that is purchasing intention and product evaluation. becoming the population in this research is entire/all society in district Jebres capable to answer the question given by researcher better. This research use sampel counted 100 responder people. Is while intake technique sampel used in this research Non-probability Sampling that is convinience sampling. Pursuant to [at] former research hence got by theX formulation of problem as follows: (1) Do country of origin have the influence to purchasing intention and product evaluation, (2) Do knowledge have the influence to product evaluation and purchasing intention, (3) Do product evaluation have the influence to purchasing intention and also (4) Is product evaluation memediasi country of origin and knowledge of product to purchasing intention. used analyzer to test the the model is by using covariance analysis ( ankova) constructively program SPSS version of 11. Analysis result indicate that [at] product evaluation got the f value to COO is (F)= 5,695 and p=0,003, for interaction COO and objective knowledge got ( F)=5,281 and p=0,005 and also interaction to COO and knowledge subjektif got ( F)=3,192 and p=0,028. Is while for the intention of purchasing got the f value to COO (F)= 3,933 and p=0,014, for interaction COO and objective knowledge is ( F)=1,512 and p=0,249 and also interaction to COO and knowledge subjektif is ( F)=1,639 and p=0,205. Is while for value evaluate the product to purchasing intention got ( F)=4,382 and p=0,000. Besides also there are examination addition to test the influence pemediasi product evaluation [among/between] country of origin and knowledge of product to purchasing intention with mengggunakan path analysis. Result of from examination path the analysis all variables have the value signifikansi under 0.05 is ( 1)pengaruh COO [at] product evaluation, (2) influence COO [at] purchasing intention , (3) influence of knowledge to evaluation, (4) influence of knowledge [at] purchasing intention, (5) influence evaluate the product to purchasing intention. There by COO and knolegge have the influence directly at purchasing intention and pass pemediasi product evaluation. The conclusion got from seventh of raised hypothesis actually there are five supported hypothesis and the two hypothesis is not supported. This matter because the consumer have the objective knowledge and subjektif the lowness in doing purchasing of motorcycle not yet is of course influenced by country of origin . Besides country of origin and knowledge of product have the influence directly to purchasing intention and pass pemediasi product evaluation. From the research result, hence suggestion able to be passed to producers otomotif better remain to maintain and try to improve image of old country ( Country of origin) consumer eye and also expected by the produsen company also continue to improve the knowledge level owned by consumer by giving the information concerning the product. Because level of knowledge of consumer will product is one of the especial determinant of behavior of consumer. Pursuant to answer distribution enquette of consumer can improve the sale in period to come, hence company better periodical evaluation as forewarning system, be like with division of enquette to consumer to know desire of consumer. Keyword : Country of origin, knowledge of product, product evaluation, purchasing intention