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description Journal article public Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Pengaruh Country of Origin Terhadap Citra Merek Dan Dampaknya Bagi Keputusan Pembelian (Studi Pada Konsumen Uniqlo Di Jakarta)

Nurina Nadhifi Suria, Andriani Kusumawati, Edriana Pangestuti
Published September 2016

Abstract

This_research_aim to identify and explain enfluence of country of origin on brand image, influence of country of origin on purchase decision, influence of brand image on purchase decision. The type of this research is explanatory research with quantitative approach. The sample used in this research was 113 respondents chosen with purposive sampling and questionnaire used as a method to collected the data. The result in this research shows that country of origin significantly influence brand image, country of origin significantly influence purchase decision, and brand image significantly influence purchase decision. Based on the result of this research, Uniqlo should promote Japan as the country of origin to endorse brand image for encouraging costumers purchase decisions.

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  • visibility 201 views
  • get_app 1617 downloads