PERAN BRAND IMAGE SEBAGAI MEDIATOR ANTARA COUNTRY OF ORIGIN DENGAN PURCHASE INTENTION
ABSTRACT: This research aims
to clarify the role of the brand image in the mediated relationship of country
of origin with the purchase intention. Research conducted in the city of
Denpasar with number of samples as much as 120 respondents who have never
bought a car Engine products. The sample was determined using a model of
non-probability sampling, with the technique of purposive sampling. Data
analysis technique used is a path analysis and test sobel. The results showed
that the hypothesis is accepted. Country of origin effect positively and
significantly to the brand image, country of origin effect positively and
significantly to purchase intention, brand image and positive effect
significantly to purchase intention, brand image mediate the influence of
country of origin against the purchase intention. The company's expected future
make use of country of origin of the company namely Isuzu Japan for means of
promoting products to Isuzu cars make consumers believe the company's offer on
the product so that it can have an impact on the incidence of purchase
intention.
Keywords: country of origin ,
brand image, purchase intention
Penulis: Ida Bgs Hendra
Prawira Kusuma, I Gusti Ayu Ketut Giantari
Kode Jurnal: jpmanajemendd180166
