THE EFFECT OF COUNTRY OF ORIGIN IMAGE TOWARDS PURCHASE INTENTION WITH PERCEIVED QUALITY AS MEDIATING VARIABLE ON SAMSUNG AND OPPO SMARTPHONE
| Main Author: | Pudjiantoro, Cornelita Vinda |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://e-journal.uajy.ac.id/22240/1/EM%20INTR%20021872.pdf http://e-journal.uajy.ac.id/22240/2/EM%20INTR%20121872.pdf http://e-journal.uajy.ac.id/22240/3/EM%20INTR%20221872.pdf http://e-journal.uajy.ac.id/22240/4/EM%20INTR%20321872.pdf http://e-journal.uajy.ac.id/22240/5/EM%20INTR%20421872.pdf http://e-journal.uajy.ac.id/22240/6/EM%20INTR%20521872.pdf http://e-journal.uajy.ac.id/22240/ |
Daftar Isi:
- The main purpose of this research is to know about the effects of countryof-origin image toward Indonesian consumers’ purchase intention on Samsung and Oppo smartphone product. Country-of-origin image has become one of the factors that influence the customer purchase intention. This research uses online questionnaire to collect the data, which is distributed to 208 respondents. Regression analysis and mediation analysis are used to analyse the data. The results show that country-of-origin image has significant and positive effect to the purchase intention through perceived quality as the mediating variable. It is better for the further research to add more variables and change the object to low involvement products. The result of this research can help the marketers or companies who are targeting Indonesia as their market to consider country-of-origin image besides of brand image and consider the best advertising strategies for their Companies.