Pengaruh Country of Origin Image dan Brand Image terhadap Purchase Intention Brand Toyota di Jabodetabek

Abstract

Penelitian ini mengenai pengaruh faktor citra negara asal dan citra merek terhadap minat beli konsumen pada brand Toyota di Jabodetabek. Data diambil melalui media daring dalam bentuk kuesioner google form yang terdiri atas indikator variabel penelitian. Pengambilan sampel menggunakan teknik purposive sampling dengan ukuran 150 responden di daerah Jabodetabek. Analisis data menggunakan SmartPLS 4.0. Analisis data SEM-PLS terbagi menjadi 2 (dua), yaitu outer model dan inner model. Hasil penelitian menunjukkan bahwa country of origin image berpengaruh positif tetapi tidak signifikan terhadap purchase intention brand Toyota dan brand image berpengaruh positif signifikan terhadap purchase intention brand Toyota di Jabodetabek.   This research is about the influence of country of origin and brand image factors on consumer buying interest in the Toyota brand in Jabodetabek. Data was collected via online media in the form of a Google Form questionnaire consisting of research variable indicators. Sampling used a purposive sampling technique with a size of 150 respondents in the Jabodetabek area. Data analysis uses SmartPLS 4.0. SEM-PLS data analysis is divided into 2 (two), namely the outer model and the inner model. The research results show that country of origin image has a positive but not significant effect on Toyota brand purchase intention and brand image has a significant positive effect on Toyota brand purchase intention in Jabodetabek.