ANALISIS PENGARUH BRAND IMAGE, COUNTRY OF ORIGIN DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING CONFERO S (STUDI PADA DEALERS WULING MOTORS DI KOTA MALANG)

Abstract

Abstrak: Permintaan Mobil yang semakin meningkat menyebabkan persaingan ketat diantara pabrikan mobil di Indonesia yang sebagian besar pangsa pasarnya masih didominasi oleh pabrikan mobil dari Jepang. Penelitian ini bertujuan untuk meningkatkan penjualan mobil wuling confero yang merupakan mobil buatan pabrikan China, agar dapat bersaing dengan merek-merek ternama lainnya khususnya di Kota Malang, yaitu dengan memperhatikan faktor Citra Merek (Brand Image), Pengaruh Negara (Country of Origin), dan Persepsi Nilai (Perceived Value). Jenis penelitian ini menggunakan explanatory research yang menjelaskan hubungan kausal antar variabel-variabelnya melalui pengujian hipotesis. Sampel diperoleh dari teknik non-probability sampling dengan metode purposive sampling yang memiliki kriteria pengguna atau pemilik mobil merek Wuling Confero:

1) Terlibat dalam proses pengambilan keputusan pembelian; 2) Saat ini masih menggunakan mobil Wuling Confero; 3) Berdomisili di Malang; dan 4) Periode pembelian 2017-2018; sebanyak 43 responden. Data akan dianalisa mengunakan analisis regresi berganda dan dibantu oleh software SPSS ver. 23.0, sedangkan untuk Uji hipotesis dilakukan menggunakan uji t. Dari hasil penelitian dapat diketahui bahwa variabel Brand Image(X1) dan variabel Perceived Value(X3) berpengaruh positif dan signifikan terhadap Keputusan Pembelian mobil Wuling Confero di Kota Malang, sedangkan variabel Country of Origin(X2) berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian mobil Wuling Confero di Kota Malang. Sehingga, Wuling Motors dapat meningkatkan penjualan mobil wuling confero dengan meningkatkan Brand Image (memperbaiki citra negatif masyarakat terhadap produk China), dan menanamkan persepsi nilai yang positif di benak pelanggan melalui peningkatan pelayanan, peningkatan kualitas model, variasi tanpa mengabaikan kenyamanan, keamanan, dan kepuasan.

Kata Kunci : Brand Image, Country of Origin, Perceived Value, Keputusan Pembelian.

Abstract:  The  Increasing  of  the  demand  for  automobiles  has  caused  a  high  competition  among  car manufacturers in  Indonesia,  which  most  of  the    market  sales  are  still  dominated    by  the  Japan’s  cars manufacturers. This study is aimed to increase the sales of Wuling Confero cars, which are made by the Chinese manufacturer, in order to compete with other well-known brands, especially in Malang Municipality, that is by paying attention to the Brand Image, the Country of Origin, and the Perceived Value. This type of research uses an explanatory research which explains the causal relationship between the variables through a testing hypothesis. The Samples were obtained from non-probability sampling techniques with a purposive sampling method that has the criteria of the user or the owner of the Wuling Confero brand car: 1) Being Involved in the purchase decision making process; 2) Currently still using the Wuling Confero car; 3) Domiciled in Malang; and 4) Period of purchase 2017-2018; as many as 43 respondents. The data will be analyzed by using a multiple regression analysis and assisted by SPSS software ver. 23.0, whereas for testing hypothesis is conducted by using the T-test. From the results of the study it can be found that the variable Brand Image (X1) and the Perceived Value variable (X3) have a positive and significant effect on the Purchase Decision of Wuling Confero cars in Malang Municipality, while the Country of Origin (X2) variable has a positive and insignificant effect on the Car Purchase Decision on   Wuling Confero in Malang Municipality. Therefore Wuling Motors will be capable to increase sales on Wuling Confero cars by increasing brand image (by eliminating people's negative image about the Chinese products), and embeding the perception of positive value on the customer’s mind through improving services, the model quality, and the variations without neglecting the comfort, the safety and the satisfaction.

Keywords: Brand Image, Country of Origin, Perceived Value, Purchase Decision