Article2014

PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE DAN PERSEPSI KUALITAS TERHADAP INTENSI PEMBELIAN

Magyar Slamet Permana · Jony Oktavian Haryanto

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

At present, the development of technology becomes intense among notebook manufacturers. They compete to create advantages in product markets. When people buy a product, consumers do not just look at the advantages it offers, but they also see its brand. Country of origin, brand image, and perceived quality influence people to make decision to buy a product. This study aims to determine the effect of country of origin, brand image, perceived quality on the purchase intentions of the Lenovo notebook. The study involved 150 respondents and the data was tested using structural equation modeling with Lisrel 8.7 software. The result findings showed that country of origin affect brand image, perceived quality and purchase intentions. In addition, this study showed that brand image has an effect on perseived quality. In the future, PT. Lenovo Indonesia as a subsidiary of Lenovo Group Limited needs to build a force to strengthen the Lenovo brand in marketing its product in the Indonesian market.

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References

1994Marketing Research: An Applied Orientation 1991Managing brand equity : capitalizing on the value of a brand name.1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1989Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective 2002Panduan riset perilaku konsumen 2003Perilaku konsumen: konsep dan implikasi untuk strategi dan penelitian pemasaran 2007Does image of country‐of‐origin matter to brand equity?1994Facets of Country of Origin Image: An Empirical Assessment

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2021Pengaruh Kualitas Pelayanan, Citra Merek dan Getok Tular terhadap Keputusan Pembelian Jasa

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