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T1 212015249 Full Text.Pdf PENDAHULUAN Latar Belakang Perkembangan ekonomi saat ini mengarah pada persaingan ketat. Perusahaan dituntut untuk memiliki keunikan tersendiri yang dapat menarik minat konsumen dalam merebut pangsa pasar yang ada atau mempertahankan dari para pesaingnya. Konsumen saat ini sangat kritis dalam memilih suatu produk yang akan dibelinya. Tawaran produk saat ini sangatlah beragam tidak terkecuali untuk produk mobil, dengan berbagai merek, tipe, warna, dan spesifikasi yang ditawarkan oleh para produsen membuat konsumen lebih bebas dalam memilih mobil mana yang akan dibeli. Banyak aspek yang dipertimbangkan oleh konsumen sebelum melakukan pembelian sebuah mobil, antara lain country of origin atau negara asal produk. Country of origin merupakan identitas dalam atribut sebuah produk yang berpengaruh dalam benak konsumen tentang dari mana asal negara suatu produk (Moradi dan Azim, 2011) dalam (Dewa, 2015). Banyak negara-negara di dunia yang memasarkan produk otomotifnya di Indonesia. Semakin meningkatnya pasar otomotif di Indonesia diperlukan penelitian tentang pengaruh dari negara asal (Country Of Origin. Perusahaan perlu mengetahui persepsi konsumen tentang pengaruh Country Of Origin supaya dapat diketahui posisi produk dalam benak konsumen, sehingga dapat ditentukan strategi pemasaran dan promosi yang tepat untuk bersaing di pasar. Produk mobil dipilih karena perkembangan dan pertumbuhan industri otomotif yang pesat ditandai dengan meningkatnya nilai penjualan dari tahun ke tahun. Selain itu banyak negara-negara penghasil produk otomotif yang memasarkan produknya di Indonesia. Banyak- banyak jenis mobil yang dipasarkan di Indonesia antara lain SUV(Sport Utility Vehicle), MPV(Multi Purpose Vehicle), Sedan, Hatchback, City Car, LCGC(Low Cost Green Car) dan sebagainya. Untuk kendaraan terlaris di Indonesia sendiri adalah jenis MPV dan LCGC, mobil jenis ini diproduksi hampir semua produsen otomotif di Indonesia. Pasar otomotif di Indonesia saat ini didominasi oleh mobil pabrikan asal Jepang seperti Toyota, Honda, Daihatu, Mitsubishi dan Suzuki yang merupakan produk paling diminati oleh para konsumen mobil saat ini. Hal ini dibuktikan dengan total penjualan mobil di Indonesia pada tahun 2017. Berdasarkan data yang dirilis Gabungan Industri Kendaraan Bermotor Indonesia (Gaikindo), tentang penjualan wholesales (pengiriman dari pabrikan ke dealer) total penjualan otomotif pada 2017 sebanyak 1.079.308 unit. Dari total penjualan itu, sebanyak 90,58% dibukukan oleh lima merek otomotif dari negara Jepang. Diperingkat 1 pertama adalah Toyota yang mencatatkan penjualan sebanyak 371.332 unit atau 34,40 persen dari total seluruh penjualan mobil di indonesia, kemudian ada Honda yang mencatatkan penjualan sebanyak 186.859 unit (17,31 persen), di urutan ke-3 ada Daihatsu dengan penjualan sebanyak 186.381 unit (17,27 persen), urutan ke-4 Mitsubishi dengan penjualan sebanyak 121.395 unit (11,25 persen) dan urutan ke-5 adalah Suzuki dengan penjualan sebanyak 111.660 unit (10,35 persen). Selain lima produsen mobil tadi masih terdapat beberapa merek lain seperti dari Jerman, Inggris, Perancis, Amerika dan negara Asia lainnya seperti Korea, China dan India. Tabel 1 : Total Penjualan Mobil Di Indonesia Pada Tahun 2017 NO MEREK TOTAL Negara asal PENJUALAN merek 1 Toyota 371.332 Jepang 2 Honda 186.859 Jepang 3 Daihatsu 186.381 Jepang 4 Mitsubishi 121.395 Jepang 5 Suzuki 111.660 Jepang 6 Hino 29.419 Jepang 7 Isuzu 20.085 Jepang 8 Nissan 14.448 Jepang 9 Datsun 10.484 Jepang 10 Wuling 5.050 China 11 Mazda 3.861 Jepang 12 Chevrolet 3.617 USA 13 BMW 2.800 Jerman 14 UD Truck 2.764 Jepang 15 Mercedez-Benz 1.380 Jerman 16 Hyundai 1.271 Korea 17 Lexus 1.202 Jepang 18 Scania 1.116 Swedia 19 Tata 1.065 India 20 Kia 837 Korea 21 Mini 553 Inggris 22 Vw (Caravelle) 537 Jerman 23 Reanult 511 Perancis 24 Faw 209 China 25 Sokon 159 China 26 Man Truks 75 Jerman 27 Audi 72 Jerman 28 Peugeot 34 Perancis 29 Proton 12 Malaysia 30 Jaguar Land 0 Inggris Rover 31 Ford 0 USA 32 Smart 0 Swiss 2 33 Geely 0 China 34 Infinity 0 Jepang 35 Chrysler 0 USA Sumber : Gaikindo_Whosales_Data-2017 di olah Dari tabel tersebut dapat dilihat total penjualan dari berbagai produsen mobil yang memasarkan produknya di Indonesia, sebagian besar total penjualan disumbangkan oleh produsen yang berasal dari kawasan Asia seperti Jepang, Korea, China. Budiyanto (2014) mengungkapkan sikap konsumen terhadap suatu produk bisa menjadi positif, negatif ataupun netral tergantung dari negara mana asal produk tersebut. Telah diketahui bahwa lokasi dimana produk dihasilkan (made-in effect) akan mempengaruhi niat beli maupun keputusan pembelian oleh konsumen. Suatu negara akan dipersepsikan mempunyai reputasi yang eksklusif atas suatu produk tertentu (Krisjantie, 2017). Di negara berkembang seperti Indonesia ini mayarakat cenderung lebih memilih produk dari negara maju karena mereka lebih percaya dengan produk luar negeri berbeda dengan masyarakat dari negara maju mereka cenderung memilih produk lokal karena sudah mengetahui kualitas produk mereka (Setiyaningrum, 2013). Suatu keputusan pembelian biasanya didasarkan pada persepsi setiap konsumen pada suatu produk tertentu. Definisi persepsi konsumen menurut Sangadji & Sopiah (2013) merupakan suatu proses yang timbul akibat adanya sensasi, dimana sensasi adalah aktivitas merasakan atau penyebab keadaan emosi yang menggembirakan. Berdasarkan persepsi ini konsumen akan memiliki suatu pandangan tertentu mengenai produk tersebut bisa berupa hal positif maupun negatif (Nursaman et al 2015). Selain persepsi konsumen Perceived Value juga berpengaruh terhadap keputusan pembelian dimana perceived value menurut Kotler & Keller (2016) adalah perbedaan evaluasi calon pelanggan dari semua manfaat dan biaya dari satu penawaran dan alternatif yang dirasakan. Total manfaat pelanggan adalah nilai moneter yang dirasakan dari bundel ekonomi, fungsional, dan manfaat psikologis yang diharapkan pelanggan dari penawaran produk tersebut. Sedangkan, biaya pelanggan adalah bundel yang dirasakan dari biaya yang diharapkan konsumen untuk mengevaluasi, memperoleh, menggunakan, dan membuang barang yang sudah digunakan oleh konsumen tersebut termasuk biaya moneter, waktu energi dan biaya psikologis yang dirasakan oleh konsumen. Dengan demikian Perceived Value konsumen merupakan peranan yang penting bagi konsumen karena berpengaruh langsung terhadap sebuah keputusan 3 pembelian karena hal tersebut menyangkut persepsi konsumen mengenai kualitas dan nilai dari produk tersebut. Banyak penelitian-penelitian yang sudah pernah dilakukan dengan variabel yang sama akan tetapi dalam peneltian tersebut ada yang berpengaruh dan ada yang tidak. Sebagai contoh penelitian yang dilakukan Krisjantie (2017) dengan judul Evaluasi Pengaruh Country of Origin, Merek, dan Harga pada Pembelian Produk Susu Import. Varibel Country Of Origin tidak berpengaruh signifikan terhadap minat beli. Akan tetapi ada juga yang berpengaruh signifikan seperti pada penelitian Putra et al (2016) dengan judul pengaruh Country Of Origin dan Price terhadap keputusan pembelian konsumen Smartphone xiomi variabel Country Of Origin berpengaruh signifikan terhadap keputusan pembelian. Hal yang sama juga terdapat dalam penelitian Kusumaningtyas et al (2017) dengan judul Pengaruh Country Of Origin Terhadap Persepsi Kualitas dan dampaknya pada minat pembelian pada konsumen yang berminat membeli Toyota Avanza di Jakarta, variabel Country Of Origin berpengaruh signifikan terhadap persepsi kualitas. Penelitian ini bertujuan untuk mengetahui pengaruh Country of Origin dan Perceived Value terhadap keputusan pembelian mobil Wuling. Alasan mengapa memilih merek ini karena produk otomotif dari China yang notabene pada periode sebelumnya dianggap kurang baik dalam hal kualitas dan kurang mendapat kepercayaan dari masyarakat, dengan produk Wulingnya pada tahun pertama (2017) memasuki pasar otomotif di indonesia mampu berada di urutan ke 10 dalam daftar penjualan mobil terbanyak dalam setahun mengungguli merek lain yang sudah terlebih dahulu memasuki pasar otomotif di indonesia seperti produk dari Korea, Eropa dan Amerika (Gaikindo Wholesales 2017). Berdasarkan latar belakang di atas peneliti ingin meneliti apakah Country of Origin dan perceived value berpengaruh terhadap keputusan pembelian produk otomotif asal China dengan judul “Pengaruh Country of Origin terhadap keputusan pembelian dengan Perceived value sebagai variabel interverning (Studi Pada Konsumen Mobil Wuling ). Masalah Penelitian 1. Apakah Country of Origin berpengaruh terhadap Perceived Value untuk produk otomotif ? 2. Apakah perceived value berpengaruh terhadap keputusan pembelian pada produk otomotif ? 4 3. Apakah country of origin berpengaruh terhadap keputusan pembelian pada produk otomotif ? 4. Apakah Perceived Value memediasi Country of Origin terhadap keputusan pembelian pada produk otomotif ? Tujuan Penelitian 1. Untuk mengetahui pengaruh Country of Origin terhadap Perceived Value pada produk mobil Wuling. 2. Untuk mengetahui Perceived Value terhadap keputusan pembelian mobil Wuling. 3. Untuk mengetahui pengaruh Country of Origin terhadap keputusan pembelian pada produk mobil Wuling. 4. Untuk menguji pengaruh secara tidak langsung Country Of Origin terhadap keputusan pembelian mobil mobil Wuling melaui Perceived Value. Manfaat Penelitian 1. Hasil penelitian ini diharapkan dapat menambah wawasan dibidang pemasaran. 2. Hasil penelitian ini dapat menjadi masukan bagi dealer-dealer Wuling. 3. Sebagai bahan acuan ataupun referensi penelitian pada masa mendatang, dan untuk menambah referensi
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