Pengaruh Foreign Branding Terhadap Minat Beli Yang Dimediasi Oleh Persepsi Kualitas Produk Luxcrime: Studi Pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Negeri Makassar

Elsafitri Elsafitri; Burhanuddin; Muhammad Ichwan Musa; Zainal Ruma; Ilma Wulansari Hasdiansa

doi:10.55606/mri.v2i2.2504

Authors

Elsafitri Elsafitri Universitas Negeri Makassar
Burhanuddin Universitas Negeri Makassar
Muhammad Ichwan Musa Universitas Negeri Makassar
Zainal Ruma Universitas Negeri Makassar
Ilma Wulansari Hasdiansa Universitas Negeri Makassar

DOI:

https://doi.org/10.55606/mri.v2i2.2504

Keywords:

Foreign Branding, Perceived Product Quality, Purchase Intention

Abstract

The cosmetic industry in Indonesia has experienced rapid development with the emergence of various local and global cosmetic brands. Therefore, every cosmetic company needs to have a strategy to capture the market. One of the strategies that can be used is foreign branding which involves giving brand names using foreign languages aimed at influencing brand image dimensions, consumer perceptions, and attitudes towards the products. This research aims to determine the influence of foreign branding on purchase intention mediated by perceived product quality of Luxcrime products. This study is a quantitative research with a descriptive approach. The sample used consists of 100 students majoring in Management at the Faculty of Economics and Business, State University of Makassar. Data collection was conducted through literature study and survey. The data analysis technique used is Partial Least Square (PLS) analysis. The results of the study indicate that foreign branding does not have a positive and significant effect on purchase intention of Luxcrime products, foreign branding has a positive and significant effect on perceived product quality of Luxcrime products, perceived product quality has a positive and significant effect on the purchase intention of Luxcrime products and perceived product quality mediates the relationship between foreign branding and purchase intention of Luxcrime products

References

Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.

Ariesmendi, D., & Saraswati, T. G. (2016). Pengaruh Foreign Branding Terhadap Perceived Quality dan Minat Beli pada Sour Sally Bandung. e-Proceeding of Management, 1888-1894.

Cahyaningrum, F. (2020). Analisis Pengaruh Electronic Word of Mouth, Celebrity Endorser, dan Country of Origin Terhadap Purchase Intention Melalui Brand Image di Wardah Beauty House Semarang. Konstelasi Ilmiah Mahasiswa Universitas Islam Sultan Agung (KIMU) 3, 855.

Dinata, J. S., Kumadji, S., & Hidayat, K. (2015). Country of Origin dan Pengaruhnya Terhadap Persepsi Kualitas dan Minat Beli (Survei pada Calon Konsumen yang Berminat Membeli iPad di Indonesia). Jurnal Administrasi Bisnis, 3.

Ghozali, I. (2006). Structural Equation Modeling Metode Alternatif dengan Partial Least Square. Semarang: Badan Penerbit Universitas Diponegoro.

Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (4 ed.). New York: Kogan Page Publishers.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14 ed.). London: Pearson Education.

Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian Consumers's Purchase Intention toward a United States versus Local Brand. Journal of Business Research, 521-527.

Leclerc, F., Schmitt, B. H., & Dube, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 263-270.

Marwiyah, S. (2010). Perlindungan Hukum Atas Merek Terkenal. De Jure, Jurnal Syariah dan Hukum, 42.

Nababan, W. M. (2023). Pertumbuhan Industri Kecantikan Ditopang Impor Bahan Baku. Diambil kembali dari Kompas: https://www.kompas.id/baca/ekonomi/2023/07/23/pertumbuhan-industri-kecantikan-ditopang-impor-bahan-baku

Nulufi, K., & Murwartiningsih. (2015). Minat Beli sebagai Mediasi Pengaruh Brand Image dan Sikap Konsumen Terhadap Keputusan Pembelian Batik di Pekalongan. Management Analysis Journal, 130.

Patimah, S. (2017). Analisis Pengaruh Global Branding Terhadap Purchase Intention Melalui Perceived Product Quality (Studi pada Produk Pakaian Pria The Executive). Jakarta: Indonesia Banking School.

Semuel, H., & Lianto, A. S. (2014). Analisis eWOM, Brand Image, Brand Trust dan Minat Beli Produk Smartphone di Surabaya. Jurnal Manajemen Pemasaran, 49.

Sudayo, T., & Saefuloh, D. (2019). Analisis Pengaruh Kesadaran Merek, Citra Merek, Persepsi Kualitas dan Loyalitas Merek Terhadap Minat Beli (Studi Kasus: Merek Nokia). Prosiding Industrial Research Workshop and National Seminar, 841-850.

Ujianto, & Abdurachman. (2004). Analisis Faktor-Faktor yang Menimbulkan Kecenderungan MInat Beli Konsumen Sarung (Studi Perilaku Konsumen Sarung di Jawa Timur). Jurnal Manajemen & Kewirausahaan, 34-53.

Utami, D. W. (2017). Pengaruh Foreign Branding, Perceived Quality dan Electronic Word of Mouth (EWOM) Terhadap Purchase Intention Kosmetik Wardah di Kebumen. Kebumen: STIE Putra Bangsa.

Yulianti, T. (2023). Pengaruh Foreign Branding dan Product Design Terhadap Minat Beli Konsumen (Studi pada Wanita Remaja Usia 13-25 Tahun Konsumen Scarlett Whitening di Kecamatan Pamarican). Jawa Barat: Universitas Galuh.

Yunus, N. S., & Rashid, W. E. (2016). The Influence of Country of Origin on Consumer Purchase Intention: The Mobile Phone Brand from China. Procedia Economics and Finance, 343-349.