The Role of Brand Image in Mediating the Influence of Country of Origin Image and Price on Purchasing Decisions (Study Case on Car Credit Products PT. Maybank Indonesia Finance)

SIASAT ◽  
2021 ◽  
Vol 6 (4) ◽  
pp. 204-218
Author(s):  
Melitina Tecoalu ◽  
Saparso ◽  
Fernandes
Keyword(s):  
Brand Image ◽  
Country Of Origin ◽  
Purchasing Decisions ◽  
Loan Financing ◽  
Study Case ◽  
Credit Financing ◽  
Country Of Origin Image ◽  
Wheeled Vehicles ◽  
Buying Decisions

The development of transportation, especially four-wheeled vehicles, is very fast, which can cause finance companies to move dynamically. The development of finance companies today leads to intense competition. The increasing need for cars and other necessities of life drives people to buy cars in cash or credit financing (Leasing). One of the car loan financing companies in Indonesia is PT. Maybank Indonesia Finance. Before purchasing the product they want, some consumers will assess and see where this product company comes from. In addition to COO, price is also one of the determining elements for consumers to purchase a product or service they want. When the image of the country of origin is good, and the price set is cheap, it will make consumers perceive the idea of the product and will later influence purchasing decisions. Therefore, this study wanted to examine the role of brand image in the mediating country of origin image and price on purchasing decisions. This research was conducted by non-probability sampling method with purposive sampling type. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in Indonesia who had purchased Maybank Finance car loans in 2018-2020. The analysis results conclude that the image of the country of origin has no positive and significant effect on buying decisions. Price has a positive and significant effect on purchasing decisions. The idea of the country of origin has a positive and significant effect on brand image. Price has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. Brand image mediates the idea of the country of origin on purchasing decisions. Brand image negotiates price on buying decisions.

scholarly journals The Role Of Brand Image In Mediating Service Quality And Promotion Towards Decisions To Buy Car On Credit In The Covid-19 Period (Study Case At Pt Maybank Indonesia Finance Dki Jakarta And Tangerang Branch)

2021 ◽  
Vol 2 (5) ◽  
pp. 1907-1917
Author(s):  
Saparso ◽  
Soegeng Wahyoedi ◽  
Santoso
Keyword(s):  
Service Quality ◽  
Significant Influence ◽  
Brand Image ◽  
Simple Random Sampling ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Good Service ◽  
Pls Analysis ◽  
Study Case

This study discusses the role of brand image in mediating service quality and promotion of car purchase decisions on credit during the Covid-19 period at PT Maybank Indonesia Finance. This research was conducted by using the probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in DKI Jakarta and Tangerang. Data analysis using Smart PLS analysis. The results of the analysis conclude that service quality has a positive and significant influence on purchasing decisions. It can be said, good service quality will affect the decision to buy a car on credit at Maybank Finance. The promotion has a positive and significant influence on purchasing decisions. It can be said that the company's promotions will influence the decision to purchase a car on credit at Maybank Finance. Service quality has a positive and significant influence on brand image. Good service quality will form a good brand image in the minds of consumers. The promotion has a positive and significant influence on brand image. If the promotion is increasing, it will affect the company's brand image. Brand image has a positive and significant influence on purchasing decisions. A good brand image will influence the decision to buy a car on credit at Maybank Finance. Brand image is also proven to have a role in mediating service quality on purchasing decisions.

The relationship between country‐of‐origin image and brand image as drivers of purchase intentions

2011 ◽  
Vol 28 (5) ◽  
pp. 508-524 ◽  
Author(s):  
Adamantios Diamantopoulos ◽  
Bodo Schlegelmilch ◽  
Dayananda Palihawadana
Keyword(s):  
Brand Image ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Country Of Origin Image ◽  
The Relationship

scholarly journals Riding the Country, Buying the Brand: How Country-of-Origin Image Drives the Purchase Behavior of Big Motorcycle in Indonesia

2015 ◽  
Vol 11 (27) ◽  
pp. 185 ◽  
Author(s):  
Suharyanti Suharyanti ◽  
Bambang Sukma Wijaya ◽  
Melida Rostika
Keyword(s):  
Decision Making ◽  
Information Search ◽  
Country Of Origin ◽  
Quality Standard ◽  
Purchase Behavior ◽  
Purchase Decision ◽  
Competitive Advantages ◽  
Country Of Origin Image ◽  
Post Purchase

This paper examines the role of country-of-origin image (COO image) values in the process of purchase decision making of big motorcycle consumers in Indonesia. Referring to the COO image values such as Authenticity, Differentiation, Quality Standard and Expertise, as well as the elements of purchase decision making process such as Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Decision, researchers conducted in-depth interviews to five Triumph big motorcycle consumers. The results show that the authenticity of the British-made product is the main consideration of consumers both in searching for information and in recognizing the need of big motorcycles. The competitive advantages of product that make it different from other products is the consideration in evaluating the brands, while product quality has the role in stimulating the purchase decision and post purchase actions, in which also strengthened by the perception towards the British-expertise in producing big motorcycles. This research is very beneficial to big motorcycle brands in understanding the mindset of Indonesian consumers.

scholarly journals PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP NIAT BELI

2018 ◽  
Vol 7 (12) ◽  
pp. 6445
Author(s):  
Gusti Ngurah Gunawan ◽  
I Putu Gde Sukaatmadja
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
Purposive Sampling ◽  
Analysis Technique ◽  
Consumer Purchase Intention ◽  
Research Findings ◽  
The City

Tujuan penelitian ini adalah untuk menguji peran brand image dalam memediasi pengaruh country of origin terhadap niat beli motor Vespa Piaggio di kota Denpasar. Metode yang digunakan untuk menentukan sampel adalah non-probability berbentuk purposive sampling dengan ukuran sampel sebanyak 120 orang responden. Pengumpulan data dilakukan dengan penyebaran kuesioner secara langsung di Kota Denpasar. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan uji sobel. Temuan penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara country of origin terhadap brand image, hubungan yang positif dan singnifikan antara country of origin terhadap niat beli serta brand image mampu memediasi hubungan antara terhadap niat beli konsumen pada motor merek Vespa Piaggio di Kota Denpasar. Hasil tersebut berarti semakin baik citra negara asal merek serta semakin kuat brand image yang tertanam di benak konsumen, akan berpengaruh terhadap niat beli mereka akan suatu produk. Kata kunci: country of origin, brand image, niat beli ABSTRACT The purpose of this study is to test the role of brand image in mediating the influence of country of origin on the intention to buy a motor Vespa Piaggio in the city of Denpasar. The method used to determine the sample is non-probability in the form of purposive sampling with sample size of 120 respondents. Data collection was done by distributing questionnaires directly in Denpasar City. The analysis technique used is path analysis and test of sobel. The research findings show that there is a positive and significant correlation between country of origin to brand image, positive and significant relationship between country of origin to purchase intention and brand image able to mediate relationship between consumer purchase intention on Vespa Piaggio brand motor in Denpasar city. The result means the better the image of the home country of the brand and the stronger the brand image embedded in the minds of consumers, will affect their purchase intention of a product. Keywords: country of origin, brand image, purchase intention  

scholarly journals BRAND IMAGE MEMEDIASI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO DI KOTA DENPASAR

2018 ◽  
Vol 8 (1) ◽  
pp. 142
Author(s):  
I Gusti Ngurah Bagus Hagita Indra Mas Setiadi ◽  
Ni Wayan Ekawati
Keyword(s):  
Product Quality ◽  
Brand Image ◽  
Mediating Effect ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Analysis Technique ◽  
The Many ◽  
Relationship Of

Indonesian smartphone users are growing rapidly. Oppo is one of the many smartphone manufacturers entering the Indonesian smartphone market. The purpose of this study is to explain the effect of product quality on brand image, product quality to purchase decision, brand image to purchasing decision, and role of brand image in mediating effect of product quality to purchasing decision. The theory used in this research is product quality, brand image and purchase decision. This research was conducted on consumer of Oppo smartphone which domiciled in Denpasar City. The sample size taken as many as 120 people with purposive sampling method. The analysis technique used is path analysis and sobel test. The results of the study found that product quality has a positive and significant effect on brand image. The study also found that each variable of product quality and brand image significantly positively affects purchasing decisions, in addition to the brand image also significantly mediates the relationship of product quality to purchasing decisions   Keyword: product quality, brand image, purchase decisions

scholarly journals Analisis Peran Mediasi Harga Terhadap Asosiasi Country Of Origin, Perceived Quality, dan Brand Image Terhadap Keputusan Pembelian

2020 ◽  
Vol 17 (1) ◽  
pp. 57-80
Author(s):  
Rosdiana Sijabat
Keyword(s):  
Brand Image ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Consumer Perceptions ◽  
Purchasing Decisions ◽  
Managerial Implication ◽  
Consumer Decisions ◽  
Household Appliance ◽  
Home Appliance ◽  
The Relationship

This article examines perceptions of the country of origin, perceived quality, and brand image of Chinese household appliance products on product purchasing decisions by Indonesian consumers mediated by consumer perceptions of prices. A total of 402 respondents who had purchased home appliances from China filled out questionnaires related to their perceptions of the products studied, and these perceptions were analyzed using PLS-SEM. The analysis results show that perceptions of the country of origin, perceived quality, and brand image have a positive and significant relationship to consumer decisions in buying household brand products from China in Indonesia. Perceptions of price mediate the relationship between country of origin, perceived quality, and brand image on purchasing decisions with positive associations. This study provides new insights into the relationship between country of origin, perceived quality, brand image, and price on product purchasing decisions from China in Indonesia, where both countries are developing countries. The study offers managerial implication on the importance of home appliance manufacturers from China to maintain affordable prices in the Indonesian market.

scholarly journals PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA SCOOPY PADA PT. MERTHA BUANA MOTOR SINGARAJA

2020 ◽  
Vol 2 (1) ◽  
pp. 31
Author(s):  
Niluh Dewi Niluh Kurnia Dewi Pratami ◽  
Nana Trianasari Triansari ◽  
Rahutama Atidira Rahutama Atidira
Keyword(s):  
Path Analysis ◽  
Product Quality ◽  
Research Design ◽  
Significant Influence ◽  
Brand Image ◽  
Purchasing Decisions ◽  
Research Subjects ◽  
Buying Decisions

Abstrak Penelitian ini bertujuan untuk menguji pengaruh: 1. kualitas produk terhadap keputusan pembelian, 2. Citra merek terhadap keputusan pembelian, 3. kualitas produk terhadap citra merek dan 4. kualitas produk terhadap keputusan pembelian melalui citra merek pada PT Mertha Buana Motor Singaraja.  Desain penelitian yang digunakan dalam penelitian ini adalah kuantitatif kausal. Subjek penelitian adalah konsumen pada PT Mertha Buana Motor Singaraja dan objek pada penelitian ini adalah kualitas produk, citra merek dan keputusan pembelian. Sampel dalam penelitian ini berjumlah 120 responden. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan analisis jalur. Hasil penelitian menunjukkan bahwa: 1. kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada PT Mertha Buana Motor Singaraja 2. Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian 3. Kualitas produk berpengaruh positif dan signifikan terhadap citra merek dan 4. Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian melalui citra merek pada PT Mertha Buana Motor Singaraja. Kata kata kunci: citra merek, keputusan pembelian, kualitas produk, perusahaan Abstract This study aims to examine the effect of: 1. Product quality on buying decisions, 2. Brand image towards purchasing decisions, 3. Product quality on brand image, and 4. Product quality on purchasing decisions through brand image at PT Mertha Buana Motor Singaraja. The research design used in this study was quantitative causal. The research subjects were 120 buyers of PT Mertha Buana Motor Singaraja and the objects of this research are product quality, brand image and purchasing decisions. Data were collected using questionnaire and analyzed using path analysis. The results showed that: 1. Product quality has a positive and significant impact on purchasing decisions on PT Mertha Buana Motor Singaraja, 2. Brand image has a positive and significant effect on purchasing decisions, 3. Product quality has a positive and significant impact on brand image, and 4. Product quality has a positive and significant influence on purchasing decisions through brand image on PT Mertha Buana Motor Singaraja Keywords: brand image, buying decisions, product quality, company

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