THE EFFECT OF COUNTRY OF ORIGIN IMAGE TOWARDS PURCHASE INTENTION WITH PERCEIVED QUALITY AS MEDIATING VARIABLE ON SAMSUNG AND OPPO SMARTPHONE

Pudjiantoro, Cornelita Vinda (2019) THE EFFECT OF COUNTRY OF ORIGIN IMAGE TOWARDS PURCHASE INTENTION WITH PERCEIVED QUALITY AS MEDIATING VARIABLE ON SAMSUNG AND OPPO SMARTPHONE. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

Preview	Text (JUDUL DAN ABSTRAK) EM INTR 021872.pdf Download (2MB) | Preview
Preview	Text (BAB I) EM INTR 121872.pdf Download (480kB) | Preview
Preview	Text (BAB II) EM INTR 221872.pdf Download (433kB) | Preview
Preview	Text (BAB III) EM INTR 321872.pdf Download (515kB) | Preview
	Text (BAB IV) EM INTR 421872.pdf Restricted to Registered users only Download (518kB)
Preview	Text (BAB V) EM INTR 521872.pdf Download (2MB) | Preview

Abstract

The main purpose of this research is to know about the effects of countryof-origin image toward Indonesian consumers’ purchase intention on Samsung and Oppo smartphone product. Country-of-origin image has become one of the factors that influence the customer purchase intention. This research uses online questionnaire to collect the data, which is distributed to 208 respondents. Regression analysis and mediation analysis are used to analyse the data. The results show that country-of-origin image has significant and positive effect to the purchase intention through perceived quality as the mediating variable. It is better for the further research to add more variables and change the object to low involvement products. The result of this research can help the marketers or companies who are targeting Indonesia as their market to consider country-of-origin image besides of brand image and consider the best advertising strategies for their Companies.

Actions (login required)

View Item