PERAN BRAND EQUITY DALAM MEMEDIASI PENGARUH COUNTRY OF ORIGIN IMAGE TERHADAP REPURCHASE INTENTION
ABSTRACT: The purpose of this
study was to describe the influence of country of origin image to repurchase
intention, the effect of country of origin image of the brand equity, brand
equity influence on repurchase intention, and brand equity role in mediating
the effects of country of origin image to repurchase intention. The object of
this study is that gadgets products Lenovo brand in Denpasar. The number of
samples taken as many as 160 people Lenovo brand of gadget users, with
non-probability sampling methods, particularly purposive sampling. Data
collected through questionnaires. The analysis technique used is the analysis
of the path (Path Analysis). Based on the analysis found that the Country of
Origin image significantly positive effect on Repurchase Intention, Country of
Origin Image significantly positive effect on Brand Equity, Brand Equity
significantly positive effect on Repurchase Intention and Brand Equity is able
to mediate the effect of Country of Origin Image of the Repurchase intention.
KEYWORDS: repurchase
intention, country of origin image, brand equity
Penulis: Qolbina Ulfah
Kode Jurnal: jpmanajemendd170088
