PENGARUH CITRA MEREK PADA NIAT BELI YANG DIMODERASI COUNTRY OF ORIGIN

Fatmawati, Umi (2019) PENGARUH CITRA MEREK PADA NIAT BELI YANG DIMODERASI COUNTRY OF ORIGIN. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aims to examine the effect of brand image on purchase intention which is moderated by country of origin. This research is important because it is able to test the significance of the relationship between brand image, country of origin and purchase intention. This study uses survey research methods through questionnaires. The object of research is Asus Laptop consumers in the Surakarta region with a sample of 200 respondents. The sampling technique used was purposive sampling. Hypothesis testing is done using regression analysis. The results of this study indicate that brand image has a positive effect on purchase intention, country of origin has a positive effect on purchase intention, country of origin moderates the relationship of brand image and purchase intention. Keywords: country of origin, brand image, purchase intention

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	country of origin, brand image, purchase intention
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User:	Mrs NOVI HANDAYANI
Date Deposited:	01 Nov 2019 03:35
Last Modified:	01 Nov 2019 03:35
URI:	http://repo.setiabudi.ac.id/id/eprint/3597

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