Pengaruh Kepercayaan Merek, Country of Origin, dan Desain Produk pada Minat Beli Mobil

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Published May 5, 2023
DOI https://doi.org/10.21632/kbi.5.1.51-66

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Akhul Yunia Sofa
Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana, Jl. Meruya Selatan Universitas Mercu Buana No.1, RT.4/RW.1, Meruya Sel., Kec. Kembangan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11650
Yennida Parmariza
Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana, Jl. Meruya Selatan Universitas Mercu Buana No.1, RT.4/RW.1, Meruya Sel., Kec. Kembangan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11650

Abstract

This study aims to determine the effect of brand trust, country of origin and product design on purschase intention in Mitsubishi Xpander. Respondents in this study were people who had never bought a Mitsubishi Xpander, but already knew about the product. The population in this study is not clearly known. The sampling technique used is the Hair et al technique where the indicator is multiplied by 5 to 10. The number of samples in this study was 119 samples. The data analysis method used is PLS (Partial Least Square) technique through the SmartPLS statistical software, with the research instrument being a questionnaire. The results showed that Brand Trust, Country Of Origin, and Product Design had a positive and significant effect on Purchase Intention in Mitsubishi Xpander.

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How to Cite
SOFA, Akhul Yunia; PARMARIZA, Yennida. Pengaruh Kepercayaan Merek, Country of Origin, dan Desain Produk pada Minat Beli Mobil. Kajian Branding Indonesia, [S.l.], v. 5, n. 1, p. 51-66, may 2023. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/986>. Date accessed: 21 nov. 2024. doi: https://doi.org/10.21632/kbi.5.1.51-66.
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Issue
Vol 5 No 1 (2023): Kajian Branding Indonesia
Section
Articles
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