MENGUJI NIAT BELI KONSUMEN TERHADAP MEREK MEREK MOBIL ASAL TIONGKOK

Abstract

Dicky Pratama Haryanto, 2018; The Study of Consumer Purchase Intention To Tiongkok’s Car Brands. Thesis, Jakarta: Management Study Program, Faculty of Economics, State Jakarta University. Advisory Team: Usep Suhud, M.Si., Ph.D, & Shandy Aditya, BIB., MBPS. The objectives of this study are: 1) To find out the Country of Origin has a significant effect on the intention to Buy Chinese car brands; 2) To find out the Country of Origin has a significant effect on Chinese car brand image; 3) To know Brand Familiarity has a significant effect on the Purchase Intention of Chinese car brands; 4) To know Brand Familiarity has a significant effect on Chinese car brand image; 5) To find out the Brand Image has a significant effect on the intention to Buy a Chinese car brand Methods of collecting data using survey methods with instruments in the form of questionnaires. The object of this research is 200 respondents who have already bought cars other than Chinese car brands. Technical data analysis uses AMOS 22.0 and SPSS 22.0 to process and analyze research data. The result show that all of hypothesis are have significant effect. The country of origin has significant effect to purchase intention with the crtitical ratio value is 3,499, the country of origin has significant effect on brand image with the crtitical ratio value is 3,207, The brand familiarity has significant effect on purchase intention with the crtitical ratio value is 3,499, the brand familiarity has significant effect on brand image with the crtitical ratio value is 5,708, the last one brand image has significant effect on purchase intention with the crtitical ratio value is 5,190. The results also show the indirect influence of the country of orign on purchase intenions mediated by brand image and the brand familiarity on purchase intenions mediated by brand image Keywords: Country of Origin, Brand Familiarity, Brand Image, Purchase Intetention, Tiongkok’s Car Brands