PENGARUH COUNTRY OF ORIGIN PRODUK TELEVISI LG TERHADAP NIAT BELI KONSUMEN DENGAN EKUITAS MEREK SEBAGAI VARIABEL PEMEDIASI
ABSTRACT: This research aims
to test the effect country of origin toward purchase intention with brand
equity as a mediating variable. Subjects are people who use LG TV in
Yogyakarta. Sample selection is performed based on non-probability sampling.
There are 120 people who participate in this research. Data were collected by a
questionare. Hypotesis were tested using Structural Equation Model (SEM). This
research found that country of origin has positive effect to brand equity,
brandequity has positive effect to purchase intention, country of origin has
positive effect to purchase intention and brand equity can partially mediated
the positive effect of country of origin toward purchase intention.
Penulis: Chriswardana Bayu
Dewa
Kode Jurnal: jpakuntansidd151124
