PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP NIAT BELI

  • Gusti Ngurah Gunawan Universitas Udayana
  • I Putu Gde Sukaatmadja Universitas Udayana

Abstract

Tujuan penelitian ini adalah untuk menguji peran brand image dalam memediasi pengaruh country of origin terhadap niat beli motor Vespa Piaggio di kota Denpasar. Metode yang digunakan untuk menentukan sampel adalah non-probability berbentuk purposive sampling dengan ukuran sampel sebanyak 120 orang responden. Pengumpulan data dilakukan dengan penyebaran kuesioner secara langsung di Kota Denpasar. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan uji sobel. Temuan penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara country of origin terhadap brand image, hubungan yang positif dan singnifikan antara country of origin terhadap niat beli serta brand image mampu memediasi hubungan antara terhadap niat beli konsumen pada motor merek Vespa Piaggio di Kota Denpasar. Hasil tersebut berarti semakin baik citra negara asal merek serta semakin kuat brand image yang tertanam di benak konsumen, akan berpengaruh terhadap niat beli mereka akan suatu produk.


Kata kunci: country of origin, brand image, niat beli


ABSTRACT


The purpose of this study is to test the role of brand image in mediating the influence of country of origin on the intention to buy a motor Vespa Piaggio in the city of Denpasar. The method used to determine the sample is non-probability in the form of purposive sampling with sample size of 120 respondents. Data collection was done by distributing questionnaires directly in Denpasar City. The analysis technique used is path analysis and test of sobel. The research findings show that there is a positive and significant correlation between country of origin to brand image, positive and significant relationship between country of origin to purchase intention and brand image able to mediate relationship between consumer purchase intention on Vespa Piaggio brand motor in Denpasar city. The result means the better the image of the home country of the brand and the stronger the brand image embedded in the minds of consumers, will affect their purchase intention of a product.


Keywords: country of origin, brand image, purchase intention


 

Downloads

Download data is not yet available.
Published
2018-12-03
How to Cite
GUNAWAN, Gusti Ngurah; SUKAATMADJA, I Putu Gde. PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP NIAT BELI. E-Jurnal Manajemen, [S.l.], v. 7, n. 12, p. 6445 - 6472, dec. 2018. ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/Manajemen/article/view/40488>. Date accessed: 24 oct. 2020. doi: https://doi.org/10.24843/EJMUNUD.2018.v07.i12.p03.
Section
Articles

Most read articles by the same author(s)