ANALISIS PENGARUH EFEK COUNTRY OF ORIGIN, PERCEIVED QUALITY DAN PERSEPSI ATAS KEKUATAN VIRTUAL CONSUMER COMMUNITY XIAOMI PADA BRAND LOYALTY KONSUMEN XIAOMI

HAIRIN NISA, Ike Janita Dewi, Dr., M.B.A

2016 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Kesuksesan Xiaomi dalam penetrasi produknya di pasar Tiongkok, India dan Indonesia sudah banyak dibicarakan dan dianalisis di berbagai forum international. Hal itu yang membuat penulis tertarik untuk meneliti Xiaomi lebih dalam. Hasil pre-survey yang dilakukan penulis mengungkapkan bahwa country of origin, perceived quality, dan kekuatan Mi Fans merupakan faktor-faktor yang mungkin mempengaruhi brand loyalty Xiaomi. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh efek country of orgin, perceived quality, serta persepsi atas kekuatan virtual consumer community pada brand loyalty konsumen Xiaomi di Indonesia. Pengumpulan data menggunakan kuesioner online dengan metode purposive sampling dengan kriteria responden pengguna smartphone Xiaomi dan mengikuti halaman resmi Xiaomi di media sosial. Sampel terdiri dari 225 responden. Data dianalisis menggunakan metode analisis Regresi Linier Berganda dengan bantuan software SPSS 22.0. Hasil penelitian menunjukkan bahwa efek country of origin dan perceived quality memiliki pengaruh positif signifikan terhadap brand loyalty konsumen Xiaomi, sedangkan persepsi atas kekuatan virtual consumer community tidak berpengaruh pada brand loyalty Xiaomi. Dan hasil penelitian ini juga menunjukkan bahwa brand loyalty konsumen Xiaomi di Indonesia juga masih tergolong rendah.

Xiaomi's success in the market penetration of its products in China, India and Indonesia has been much discussed and analyzed in various international forums. Results of pre-survey conducted by the author revealed that the country of origin, perceived quality, and the power of Mi Fans are all factors that may affect brand loyalty Xiaomi. Therefore, this study aimed to determine the implications of country of origin effects, perceived quality and perceptions of the strength virtual consumer community on brand loyalty of consumers Xiaomi in Indonesia. Data were collected using an online questionnaire using purposive sampling with criteria respondents Xiaomi smartphone users and follow Xiaomi’s official page on the social media. The sample consisted of 225 respondents. Data were analyzed using multiple linear regression analysis with SPSS 22.0. The results showed that the effect of country of origin and perceived quality has a significant positive effect on brand loyalty of consumers Xiaomi, while perceptions of the strength virtual consumer community have no effect on brand loyalty Xiaomi. And the results of this study also showed that brand loyalty of consumers Xiaomi in Indonesia is relatively low.

Kata Kunci : Xiaomi, Country of Origin, Perceived Quality, Virtual Consumer Community, Brand Loyalty, Indonesia