The Effect Of The Brand And Country Of Origin (Country Of Origin) On The Purchasing Decision Of Samsung Galaxy Series Smartphone Products (Study Of USU FISIP Students)

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Effects of Country of Origin Brands and Countries on the Purchasing Decisions of Samsung Galaxy Series Smartphone Products (Study of USU FISIP Students)

Introduction

In today's competitive market, consumers are faced with numerous options when it comes to purchasing electronic products, such as smartphones. The Samsung Galaxy Series is one of the most popular smartphone brands globally, and its products are widely used by consumers in various countries, including Indonesia. The Faculty of Social and Political Sciences, University of North Sumatra (USU), has conducted a study to analyze the effect of brand and country of origin on the purchasing decisions of Samsung Galaxy Series smartphone products among its students. This study aims to explore the extent to which these two factors contribute to the consumer decision-making process in the campus environment.

Methodology

The method used in this study is multiple linear regression, which involves hypothesis tests such as the T test, F test, and R² test. Data was collected through the distribution of questionnaires aimed at students at the Faculty of Social and Political Sciences of USU. The results of the study showed that both the brand and the country of origin had a positive influence on the purchasing decision of the Samsung Galaxy Series smartphone. From the results of the F test, it can be concluded that the brand and country variables of origin simultaneously have a positive impact on purchasing decisions.

Results and Discussion

The results of the T test confirm that the two variables contribute individually to the purchase decision. The R² value obtained by 0.235 shows that 23.5% of the Purchasing Decision of the Samsung Galaxy Series smartphone by USU FISIP students is influenced by the brand and the country of origin. Conversely, 76.5% of these decisions are influenced by other factors that are not examined in this study.

The influence of the brand in the purchasing decision cannot be underestimated. A strong brand can create a positive image in the minds of consumers, which in turn will influence their decision to buy. In the context of smartphones, Samsung brands that are widely known in Indonesia offer various advantages, such as technological innovation, attractive design, and good after-sales services. This creates trust among consumers, especially students who tend to look for products that are not only quality, but also trusted.

On the other hand, the country of origin of the product also plays an important role in shaping consumer perceptions. Smartphones produced in countries with high reputation in technology, such as South Korea, tend to get more attention from consumers. The perception that the product has high quality due to the strict production standards in its home country can increase its attractiveness.

Additional Analysis and Explanation

The results of this study highlight the importance of understanding the factors that influence consumer behavior. The fact that 76.5% of purchasing decisions are influenced by other variables indicates that there are many factors that affect consumer behavior. These factors can be in the form of prices, product features, recommendations from friends or family, as well as market trends that are always changing. This indicates that companies need to understand market dynamics and always adapt to meet the needs of consumers.

In addition, the study suggests that companies, especially Samsung, need to continue to maintain product quality and strengthen brand imagery. Understanding students' preferences as one of the significant market segments in Indonesia is also crucial for companies to adapt to the changing market trends.

Conclusion

In conclusion, this study provides insight into the influence of brand and country of origin on purchasing decisions. The results of the study show that both the brand and the country of origin have a positive influence on the purchasing decision of the Samsung Galaxy Series smartphone. The study also highlights the importance of understanding other factors that can affect consumer behavior. For producers, especially Samsung, it is essential to continue to maintain product quality and strengthen brand imagery, as well as understanding students' preferences as one of the significant market segments in Indonesia.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Companies need to understand market dynamics: Companies need to understand the factors that influence consumer behavior and adapt to meet the needs of consumers.
  2. Maintain product quality: Companies need to continue to maintain product quality to ensure that consumers have trust in the brand.
  3. Strengthen brand imagery: Companies need to strengthen brand imagery to create a positive image in the minds of consumers.
  4. Understand students' preferences: Companies need to understand students' preferences as one of the significant market segments in Indonesia.

Limitations of the Study

This study has several limitations. Firstly, the study only focuses on the Faculty of Social and Political Sciences, University of North Sumatra (USU) students. Secondly, the study only examines the influence of brand and country of origin on purchasing decisions. Finally, the study does not examine other factors that can affect consumer behavior.

Future Research Directions

Future research directions include:

  1. Examining other factors that affect consumer behavior: Future studies can examine other factors that can affect consumer behavior, such as prices, product features, recommendations from friends or family, and market trends.
  2. Understanding students' preferences in other market segments: Future studies can examine students' preferences in other market segments, such as the Faculty of Economics, University of North Sumatra (USU).
  3. Comparing the influence of brand and country of origin in different countries: Future studies can compare the influence of brand and country of origin in different countries to understand the differences in consumer behavior.

References

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Appendix

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Q&A: Effects of Country of Origin Brands and Countries on the Purchasing Decisions of Samsung Galaxy Series Smartphone Products (Study of USU FISIP Students)

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of brand and country of origin on the purchasing decisions of Samsung Galaxy Series smartphone products among students of the Faculty of Social and Political Sciences, University of North Sumatra (USU).

Q: What method was used in this study?

A: The method used in this study is multiple linear regression, which involves hypothesis tests such as the T test, F test, and R² test.

Q: What were the results of the study?

A: The results of the study showed that both the brand and the country of origin had a positive influence on the purchasing decision of the Samsung Galaxy Series smartphone. The R² value obtained by 0.235 shows that 23.5% of the Purchasing Decision of the Samsung Galaxy Series smartphone by USU FISIP students is influenced by the brand and the country of origin.

Q: What is the significance of the brand in the purchasing decision?

A: The brand plays a significant role in the purchasing decision. A strong brand can create a positive image in the minds of consumers, which in turn will influence their decision to buy. In the context of smartphones, Samsung brands that are widely known in Indonesia offer various advantages, such as technological innovation, attractive design, and good after-sales services.

Q: What is the significance of the country of origin in the purchasing decision?

A: The country of origin of the product also plays an important role in shaping consumer perceptions. Smartphones produced in countries with high reputation in technology, such as South Korea, tend to get more attention from consumers. The perception that the product has high quality due to the strict production standards in its home country can increase its attractiveness.

Q: What percentage of purchasing decisions are influenced by other factors?

A: The study found that 76.5% of purchasing decisions are influenced by other factors that are not examined in this study.

Q: What are some of the other factors that can affect consumer behavior?

A: Some of the other factors that can affect consumer behavior include prices, product features, recommendations from friends or family, and market trends.

Q: What are the implications of this study for companies?

A: The study suggests that companies need to understand market dynamics and always adapt to meet the needs of consumers. Companies also need to maintain product quality and strengthen brand imagery to create a positive image in the minds of consumers.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study only focuses on the Faculty of Social and Political Sciences, University of North Sumatra (USU) students. Secondly, the study only examines the influence of brand and country of origin on purchasing decisions. Finally, the study does not examine other factors that can affect consumer behavior.

Q: What are some of the future research directions?

A: Some of the future research directions include examining other factors that can affect consumer behavior, understanding students' preferences in other market segments, and comparing the influence of brand and country of origin in different countries.

Q: What are the implications of this study for policymakers?

A: The study suggests that policymakers need to consider the factors that influence consumer behavior when making decisions about economic development and trade policies.

Q: What are the implications of this study for consumers?

A: The study suggests that consumers need to be aware of the factors that influence their purchasing decisions and make informed choices based on their needs and preferences.

Q: What are the implications of this study for Samsung and other companies?

A: The study suggests that Samsung and other companies need to maintain product quality and strengthen brand imagery to create a positive image in the minds of consumers. Companies also need to understand market dynamics and always adapt to meet the needs of consumers.

Q: What are the implications of this study for the Indonesian economy?

A: The study suggests that the Indonesian economy can benefit from a better understanding of the factors that influence consumer behavior. This can lead to more effective economic development and trade policies.

Q: What are the implications of this study for the global economy?

A: The study suggests that the global economy can benefit from a better understanding of the factors that influence consumer behavior. This can lead to more effective economic development and trade policies.

Q: What are the implications of this study for the future of the Samsung Galaxy Series smartphone?

A: The study suggests that the Samsung Galaxy Series smartphone will continue to be a popular product in the Indonesian market due to its high quality and strong brand image. However, companies need to continue to innovate and adapt to meet the changing needs of consumers.

Q: What are the implications of this study for the future of the smartphone industry?

A: The study suggests that the smartphone industry will continue to evolve and adapt to meet the changing needs of consumers. Companies need to continue to innovate and improve their products to stay competitive in the market.

Q: What are the implications of this study for the future of consumer behavior?

A: The study suggests that consumer behavior will continue to be influenced by a variety of factors, including prices, product features, recommendations from friends or family, and market trends. Companies need to understand these factors and adapt to meet the changing needs of consumers.