Pengaruh Country of Origin dan Brand Image Miniso terhadap Keputusan Pembelian (Studi pada Mahasiswa Kota Medan)

Abstract

In the current era of globalization, the phenomenon of domination by foreign brands in the Indonesian market has often occurred. This happens because foreign brands are often perceived to have better quality and image compared to local brands, one of which is MINISO. With the prominence of quality, product diversity, innovation, and a good image, many consumers are motivated to make purchasing decisions on MINISO products. This research intended to determine the influence of MINISO's country of origin and brand image on purchasing decisions among students in Medan City. The influence of both the country of origin and brand image will be analyzed partially and simultaneously on purchasing decisions. The method used in this research is quantitative research with an associative approach. The sampling technique used is purposive sampling with 96 respondents as samples. Primary data used in this research were obtained by distributing questionnaires, while secondary data were obtained through literature review. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, as well as hypothesis test. The results of the research show that both the country of origin variable and the brand image variable significantly influence purchasing decisions, both partially and simultaneously. The coefficient of determination test shows that there is a close relationship between the country of origin and brand image towards purchasing decisions with an R value of 0.736. Through the adjusted R-square value, it is also known that the country of origin and brand image variables contribute 53.2% to the purchasing decision variable, while the remaining 46.8% is influenced by other variables not explained in this research.