PERAN BRAND IMAGE DALAM MEMEDIASI COUNTRY OF ORIGIN,PERCEIVED QUALITY,PRODUCT QUALITY TERHADAPPURCHASE INTENTION PRODUK MOBIL
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Institusion

IAIN Surakarta

Author

Zahro, Tunisa
Septin, Puji Astuti, S.Si., M.T., Ph.D

Subject

330 Economics 

Datestamp

2017-10-16 03:00:33 

Abstract :
ABSTRACT This study aims to Role Brand Image In Mediating Country Of Origin, Against Purchase Intention of Car Products. This study uses questionnaires as data collection materials, analyzed with the help of SPSS 22 software, transaction convenience variables and brand trust either directly or moderated the attitude of online shopping affect the decision of online purchase. The results of this study indicate that the country of origin is either mediated by the brand image or does not affect the purchase intention. Positively and significantly. Keywords : Country of origin, Brand Image,perceived quality, product quality ,Purchase Intention   ABSTRAK Penelitian ini bertujuan untukPeran Brand Image Dalam Memediasi Country Of Origin,TerhadapPurchase Intention Produk Mobil. Penelitian ini menggunakan kuesioner sebagai bahan pengumpulan data, yang dianalisis dengan bantuan software SPSS 22, variabel kemudahan transaksi dan brand trust baik secara langsung maupun dimoderasi sikap belanja online memberikan pengaruh terhadap keputusan pembelian online. Hasil penelitian ini menunjukkan bahwa country of origin baik dimediasi oleh brand image ataupun tidak memberikan pengaruh terhadap purchase intention. secara positif dan signifikan. Kata Kunci : Country of origin, Brand Image,perceived quality,product quality, Purchase Intention 

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