PENGARUH NEGARA ASAL KEPADA PREFERENSI MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING (SURVEI KONSUMEN DI WULING BOGOR DEALER SERVICE)
Daftar Isi:
- Hilmy Fauzan. 2018. The Influence of The Country of Origin to The Brand Preference on Purchase Decision of Buying A Wuling Car (Survey Consumer In Wuling Bogor Dealer Service). Thesis, Jakarta: Management Studies Program, Faculty of Economics, State University of Jakarta, Advisory: Dr. Mohammad Rizan SE, MM & & Setyo Ferry Wibowo SE, M.Si. The purpose of this research are: 1) To determine whether country of origin have a positive effect to brand preference on the Wuling Car. 2) To determine whether country of origin have a positive effect to purchase decision on the Wuling Car. 3) To determine whether brand preference have a positive effect to purchase decision on the Wuling Car. Methods of data collection using survey method with the instrument in the form of questionnaire. The object of this study is 200 respondents who have used Wuling Bogor Dealer Service. Data analysis using SPSS 22 version and SEM (Structural Equation Model) from LISREL 8.70 version statistic package to process and analyze data of research result. Hypothesis testing results show: 1) country of origin have a positive effect to brand preference, 2) country of origin have a positive effect to purchase decision, 3) Brand preference have a positive effect to purchase decision. Key Words: Country of Origin, Brand Preference, Purchase Decision, Wuling