COUNTRY OF ORIGIN DAN CITRA MEREK: UPAYA MENINGKATKAN MINAT BELI KONSUMEN

Abstract. Nowadays, customer in Indonesia is very selective in selecting smartphone product, remember that many brands enters from several countries in the world. It cases the often changing of customer's buying interest for smartphone product. this study aims to know the impact of country of origin and brand image towards buying interest to smartphone. survey is conducted on 100 customers of PT Coolpad Electronic Indonesia that do buying on smartphone, with the type of study is descriptive and verification through multiple regression analysis. the finding result shows that country of origin has the positive relationship but it does not influence significantly towards buying interest, it is different with brand image. in smartphone industry, obviously country of origin from product is not noticed in Indonesia, it is different with brand image. this strategy is needed especially in Indonesia with full of brands from smartphone.Keywords. cuntry of origin; brand image; purchase intention Abstrak. Saat ini konsumen di Indonesia sangat selektif dalam memilih produk smartphone, mengingat banyaknya merek yang masuk dari berbagai negara di dunia. Hal ini menyebabkan sering berubahnya minat beli konsumen atas produk smartphone. Penelitian ini bertujuan untuk mengetahui dampak dari country of origin dan citra merek terhadap minat beli pada smartphone. Survey dilakukan pada 100 konsumen PT Coolpad Electronic Indonesia yang melakukan pembelian smartphone, dengan tipe penelitian deskriptif dan verifikatif melalui analisis regresi berganda. Hasil dari penelitian ini menunjukan bahwa country of origin memiliki hubungan yang positif namun tidak berpengaruh signifikan terhadap minat beli, berbeda dengan citra merek. Pada industri smartphone, ternyata country of origin dari produk tidak diperhatikan di Indonesia, berbeda dengan citra merek. Strategi ini perlu diperhatikan khususnya di Indonesia yang penuh dengan merek dari smartphone.Katakunci. country of origin; citra merek; minat bel