EFEK DARI COUNTRY OF ORIGIN DAN PENGETAHUAN PRODUK PADA EVALUASI PRODUK DAN NIAT PEMBELIAN PRODUK SEPEDA MOTOR
ABSTRACT: This research is
about effect from country of origin (COO) and knowledge of
product at product
evaluation and purchase
intention purchasing of motorbike. Population is in society of Jebres,
sample is 100 respondent. Technique
sampling with non-probability that
is convenience sampling. This research problem: (1) COO have influence to product
evaluation and purchase
intention, (2) knowledge
have influence to product
evaluation and purchase
intention, (3) product evaluation have
influence to purchase
intention, and (4)
COO have mediate product
evaluation and knowledge
of product to
purchase intention. Analysis use
covariance analysis (ancova),
while to test mediate
influence evaluate product
between COO and
knowledge of product to purchase
intention use path analysis. Result of path analysis show all
variable have significance
value < 0,05.
Thereby COO and knowledge
have direct influence,
knowledge have direct
influence at purchase intention
and also mediated evaluate product. Conclusion
of this research that five hypothesis supported and two hypothesis
is not supported.
This caused by
consumer have objective knowledge
and low subjective in
purchasing of motorbike
is influenced by COO. While COO and knowledge of product have direct influence to
purchase intention and
also mediated evaluate
product. Suggestion can be
passed to otomotif
producer better remain
to maintain and try
to improve COO
image in consumer
view and company continue
to improve knowledge
storey level consumer
by giving information about product.
Keywords: country
of origin, knowledge
of product, product evaluation, purchase intention
Penulis: Ratna Susanti, Dwi
Hastjarja Kustijana
Kode Jurnal: jpmanajemendd100132
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
