Universitas Syiah Kuala | ELECTRONIC THESES AND DISSERTATION

Electronic Theses and Dissertation

Universitas Syiah Kuala

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Rahmatussyifa, THE INFLUENCE OF COUNTRY-OF-ORIGIN ON PURCHASE INTENTION MEDIATED BY BRAND IMAGE AND ATTITUDE TOWARDS THE BRAND: A CASE STUDY OF CHINESE SMARTPHONE USERS IN BANDA ACEH. Banda Aceh Fakultas Ekonomi dan Bisnis,2026

Baca Juga : DAMPAK COUNTRY OF ORIGIN TERHADAP PERCEIVED PRICE DAN DIMENSI BRAND EQUITY PEMAKAI SEPATU MEREK ADIDAS DAN NIKE DI KOTA BANDA ACEH (Syukran, 2017)

Abstract

Thisiresearchiaimsitoiexamineitheiinfluence of country-of-originion purchase intention mediated by brand image and attitude towards brand, with focus on a case study of Chinese smartphone users in Banda Aceh. This quantitative study employed a questionnaire as the primary data collection instrument, with a total sample of 210 respondents selected through purposive sampling. Data analysis was conducted using the iPartial Least Squares (PLS) method with SmartPLS 4 software. The findings revealed that Country of Origin positively influences Purchase Intention, with Brand Image and Attitude Towards the Brand acting as mediating variables. Keywords: Country-of-Origin, Purchase Intention, BrandiImage, Attitude Toward Brandi

Baca Juga : PENGARUH PERCEIVED BENEFIT DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH PURCHASE INTENTION PADA KONSUMEN IBOX DI KOTA BANDA ACEH (SAFIRA MEYLANI, 2025)



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