PERAN BRAND IMAGE MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA SMARTPHONE XIAOMI DI KOTA DENPASAR)

  • Gede Leo Satria Wijaya Fakultas Ekonomi dan Bisnis
  • Eka Sulistyawati Universitas Udayana
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Abstrak

ABSTRACT


The aims of this study was to discover the influence of country of origin to brand image, impact of country of origin to purchase decision, impact of brand image to purchase decision, and the mediating role of brand image on the influence of country of origin to purchase decision on Xiaomi smartphone in the Denpasar City. This study took sample of 100 respondents who reside in the Denpasar City. The analysis technique used in this study is path analysis. The results of this study indicated that country of origin has positive effect and significantly on brand image, country of origin has positive effect and significantly on purchase decision, brand image has positive effect and significantly on purchase decision and brand image role able to mediate between country of origin on purchase decision 


Keywords : Country Of Origin, Brand Image, Purchase Decision

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Diterbitkan
2018-09-03
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WIJAYA, Gede Leo Satria; SULISTYAWATI, Eka. PERAN BRAND IMAGE MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA SMARTPHONE XIAOMI DI KOTA DENPASAR). E-Jurnal Manajemen, [S.l.], v. 7, n. 9, p. 4685 - 4712, sep. 2018. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/38231>. Tanggal Akses: 10 jan. 2026 doi: https://doi.org/10.24843/EJMUNUD.2018.v07.i09.p03.
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Terbitan
Vol 7 No 9 (2018)
Bagian
Articles
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This work is licensed under a Creative Commons Attribution 4.0 International License.

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