PENGARUH COUNTRY OF ORIGIN DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING(STUDI KASUS PADA PELANGGAN BURGER KING JOGJA CITY MALL)

Abstrak

This study aims to determine the effect of Country of Origin and Electronic Word of Mouth on Purchase Intention with Brand Image as an intervening variable. This research uses quantitative methods. The sample in this study were 120 customers of Burger King in Jogja City Mall Yogyakarta. The data collection technique used a Likert scale cake-conditioner. The analysis technique used is the sobel test to determine whether there is a relationship through the mediating variable which has a significant power to mediate in the relationship.

 The results showed that Country of Origin had a positive and significant effect on Brand Image, Electronic Word of Mouth had a positive and significant effect on Brand Image, Brand Image had a positive and significant effect on Purchase Intention, Country of Origin had no effect on Purchase Intention, Electronic Word of Mouth had no effect on Purchase Intention. positive and significant towards Purchase Intention.

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Authors
  • David Setiawan
  • Henny Welsa
  • Nonik Kusuma Ningrum
Publication Date

2021-06

Keywords

Country of Origin, Electronic Word of Mouth, Brand Image, Purchase Intention