Is Percieved Quality Mediate the relationship between Brand Image and Country of Origin toward Purchase Intension?

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Published: Sep 21, 2020
DOI: https://doi.org/10.21070/jbmp.v6i2.770
Keywords:
Country of Origin, Brand Image, Perceived Quality, Purchase Intension

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Kussudyarsana Kussudyarsana
Universitas Muhammadiyah Surakarta
Yessy Bangkit Forma
Universitas Muhammadiyah Surakarta
Nur Achmad
Universitas Muhammadiyah Surakarta

Abstract

This study analyzes the effect of country of origin and brand image on purchnase intension through perceived quality as an intervening variable. The research setting was on Skin cares and Beauty clinic Industry. This research used incidental sampling as a sampling technique. This study involved 300 respondents which acces the online questionnaires through google form. The data obtained were processed used descriptive analysis and SEM analysis with SmartPLS.  The results indicate that the country of origin positively effect on perceived quality. Meanwhile, the country of origin variable did not affect on purchase intension. The brand image variable has a positively impact on the perceived quality variable. Brand image has a positive effect on intension to buy. The perceived quality positively effects on intension to buy. Ccountry of origin indirectly effect on intension to buy through perceived quality. Brand image has an indirect effect on intension to buy through perceived quality as an intervening variable

Article Details

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Vol 6 No 2 (2020): September
Section
Articles

Copyright (c) 2020 Kussudyarsana Kussudyarsana, Yessy Bangkit Forma, Nur Achmad

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Kussudyarsana Kussudyarsana, Universitas Muhammadiyah Surakarta

Fakultas Ekonomi dan Bisnis

Yessy Bangkit Forma, Universitas Muhammadiyah Surakarta

Fakultas Ekonomi dan Bisnis

Nur Achmad, Universitas Muhammadiyah Surakarta

Fakultas Ekonomi dan Bisnis

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