Articlediamond2021

Pengaruh Country of Origin, Brand Image dan Brand Awareness terhadap Purchase Intention

6 citations0/0 files storedJurnal Manajemen Bisnis dan Kewirausahaan

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Purchase intention is an intention that arises in a person before making a purchase of a product based on experience in using the product, then based on an assessment of the product that has been proven before or can also occur because of an assessment of external factors that affect the purchase decision process. The purpose of this study is to determine the country of origin, brand image, and brand awareness have a positive influence on the purchase intention. This research is a customer who knows about those skincare products and lives in Jakarta. The sample in this study was 212 people using the convenience sampling technique. The data collection technique was carried out by distributing questionnaires using Google Forms through Whatsapp and Line. Data were analyzed using SEM with PLS-SEM analysis media. The results in this study indicate that country of origin and brand awareness affect purchase intention positively and significantly, but the brand image doesn’t affect purchase intention. Purchase intention adalah intensi yang timbul dalam diri seseorang sebelum melakukan pembelian terhadap suatu produk berdasarkan pengalaman dalam menggunakan produk tersebut, lalu berdasarkan penilaian atas suatu produk tersebut yang sudah dibuktikan sebelumnya atau dapat pula terjadi karena adanya penilaian dari faktor eskternal sehingga mempengaruhi proses keputusan pembelian. Tujuan dari penelitian ini adalah untuk mengetahui apakah brand image dan brand awareness memiliki pengaruh positif terhadap purchase intention. Sampel penelitian ini adalah customer yang mengetahui produk skincare tersebut dan berdomisili di Jakarta. Sampel pada penelitian ini adalah sebanyak 212 orang dengan menggunakan teknik convenience sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner menggunakan Google Form melalui media Whatsapp dan Line. Data dianalisis menggunakan SEM dengan media analisis PLS-SEM. Hasil pada penelitian ini menunjukkan bahwa country of origin dan brand awareness mempengaruhi purchase intention secara positif dan signifikan, namun brand image tidak mempengaruhi purchase intention.

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References

2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1987Advertising and Promotion Management 1990Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product's Country of Origin and Information about Its Specific Attributes 2011The relationship between country‐of‐origin image and brand image as drivers of purchase intentions 2006The impact of country of design and country of manufacture on consumer perceptions of bi‐national products' quality: an empirical model based on the concept of fit 2017Country of origin effects on brand image, brand evaluation, and purchase intention 2011The interaction effect of country‐of‐origin, brand equity and purchase involvement on consumer purchase intentions of clothing labels 2013How brand image, country of origin, and self-congruity influence internet users' purchase intention

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2023The Influence of Brand Ambassadors and Promotions on Purchase Decisions Through Brand Image as an Intervening Variable in Tokopedia E-Marketplace in East Java 2022Analisis Digital Advertising Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Intervening

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