PENGARUH PERSEPSI NEGARA ASAL TERHADAP NIAT BELI ULANG DIMEDIASI OLEH EKUITAS MEREK
ABSTRACT: A customer in
determining the intention to repurchase is determined by various factors, such
as the image of the home country and the equity of a brand. The purpose of this
study was to determine the effect of the perception of the country of origin on
repurchase intention mediated by brand equity. This research was conducted on
Xiaomi brand smartphone customers in Denpasar City. The number of samples taken
as many as 120 people, with the method of non-probability sampling, especially
purposive sampling Data collection is done through a questionnaire. The
collected data is measured by Likert scale with scale 1-5. The analysis
technique used is Partial Least Square (PLS). Based on the results of the
analysis shows that all hypotheses are accepted. The country of origin has a
positive and significant impact on brand equity. Brand equity has a positive
and significant effect on the repurchase intention, the country of origin has a
positive and significant impact on the repurchase intention and the brand
equity is able to mediate the influence of the country of origin on the
intention to repurchase the Xiaomi brand smartphone in Denpasar City.
Keywords: Country of origin,
brand equity, repurchase intention, Xiaomi smartphone
Penulis: I Komang Satria Warla
Putra, Putu Yudi Setiawan
Kode Jurnal: jpmanajemendd180173
