Relating Country Of Origin and Brand Image with Product Purchasing Decisions in Bandung, Indonesia

Delza Salsabila, Mahir Pradana

Abstract


This study attempts to ascertain the degree to which Brand Image and Country of Origin affect Purchase Decisions of Something Products in Bandung City. A quantitative research method was employed. 100 respondents made up the study's sample size. Multiple linear analysis and hypothesis testing are used in this investigation. SPSS 25 was used by the researchers for data processing. The Purchasing Decision Variable (Y) for Something products will increase as a result of the variables Country of Origin (X 1) and Brand Image (X 2), according to the results of the multiple linear analysis. The variables Country of Origin (X 1) and Brand Image (X 2) had a partial influence on Purchase Decision (Y) with t counts of 3.155 and 5.228, respectively. 60.7% of the influence comes from country of origin and brand image, with the remainder coming from other factors.

References


Andrian, C. I. (2022). Consumer Behavior. Malang: Publisher Rena Cipta Mandiri.

Akbar, A., Kartawinata, B. R., Hidayat, A. M., & Pradana, M. (2022). Penyuluhan Peer To Peer Lending Secara Daring (Ketahui Seluk Beluk Pinjaman Online). JURPIKAT (Jurnal Pengabdian Kepada Masyarakat), 3(1), 39-47.

Amier, A. M. R. A. P., & Pradana, M. (2022). Analisis Bibliometrik tentang Green Marketing: Perkembangan Studi dalam Periode 1999-2022. SEIKO: Journal of Management & Business, 4(3), 121-131.

Amruddin. (2022). Quantitative and Qualitative Research Metedology. London: CV. Indonesian Science Media.

Amruddin, I. W. (2022). Management Research Methodology . Padang: PT. Global Technology Executives.

Darma, B. (t.yr.). Research Statistics Using SPSS (Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, t Test, F, R2 Test). Guepedia.com.

Ismail, Nurdin, M. D. (2019). Social Research Methodology. Surabaya: Media Sahabat Cendikia.

Kartika, E. E., & Pradana, M. Mediating Effect of Environmental Attitude on Green Product Purchase Intention in Indonesia. The International Journal of Business Review (The Jobs Review), 5(2).

Kumalasari, R. A. D., Pradana, M., & Miftahuddin, A. (2022). Diskusi Metaverse di Twitter (# Metaverse): Analisis Jejaring Sosial. Ideas: Jurnal Pendidikan, Sosial, dan Budaya, 8(3), 841-852.

Novanto, A., & Pradana, M. (2022). Studi Bauran Pemasaran di Industri Coffee Shop: Sebuah Analisis Bibliometrik pada Database Scopus. SEIKO: Journal of Management & Business, 4(3), 489-495.

Piero, A. D. (2021). The Influence Of Brand Image And Perception To Country Of Origin On Compass Shoe Purchasing Decisions. e-Proceedings of Management, 5758.

Qomariyah, N. (2020). The Importance of Visitor Satisfaction and Loyalty (Study of Influence, Customer Value, Brand Image, and Product Attributes on Beach Visitor Satisfaction and Loyalty). Jember: The Eternal Library.




DOI: https://doi.org/10.17509/tjr.v6i2.54035

Refbacks

  • There are currently no refbacks.


 Creative Commons License

The International Journal Business Review (The Jobs Review) is licensed under a Creative Commons Attribution-ShareAlike 4.0

View My Stats