Published: 2023-10-20
Analisis Pengaruh Country of Origin dan Pengetahuan Produk Terhadap Niat Pembelian melalui Evaluasi Produk (Studi Kasus: Distributor Elektronik Maspion)
DOI: 10.35870/emt.v7i4.1706
Sulistyo Budi Utomo, Ety Nurhayaty, Pramudi Harsono, Edi Susilo
- Sulistyo Budi Utomo: Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya ,
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Ety Nurhayaty:
Universitas Bina Sarana Informatika
- Pramudi Harsono: Universitas Bina Bangsa Serang Banten ,
- Edi Susilo: Institut Teknologi dan Bisnis Muhammadiyah Bali ,
Abstract
This research analyzes the impact of Country of Origin (COO) and product knowledge on purchase intentions, with product evaluation as a mediator. A case study was conducted on Maspion brand electronic products with a sample of people selected through purposive sampling. Path analysis is used to test the hypothesis. The research results show that COO has a significant positive effect on purchase intention, while product knowledge has no significant effect on purchase intention. COO also has a significant positive effect on product evaluation, while product knowledge influences product evaluation. Product reviews themselves have a significant positive impact on purchase intention. Product reviews play an important mediating role in linking COO to purchase intention, as well as linking product knowledge to purchase intention. These results highlight the important role of the COO in influencing purchase decisions, as well as demonstrating the importance of product reviews as a mediating link in the influence of these factors. The implications of this study can be used to develop marketing and branding strategies for Maspion brand electronic products.
Keywords
Purchase Intention; Country of Origin; Product Knowledge; Product Evaluation
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 7 No. 4 (2023)
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Section: Articles
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Published: 2023-10-20
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/emt.v7i4.1706
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Sulistyo Budi Utomo, Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya,
Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya, Kota Surabaya, Provinsi Jawa Timur, Indonesia
Ety Nurhayaty, Universitas Bina Sarana Informatika
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta, Indonesia
Pramudi Harsono, Universitas Bina Bangsa Serang Banten,
Fakultas Ekonomi dan Bisnis, Universitas Bina Bangsa Serang Banten, Kota Serang, Provinsi Banten, Indonesia
Edi Susilo, Institut Teknologi dan Bisnis Muhammadiyah Bali,
Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Muhammadiyah Bali, Kabupaten Jembrana, Provinsi Bali, Indonesia
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