Pengaruh Country Of Origin Dan Brand Image Terhadap Keputusan Pembelian Yoshinoya

Abstract

Currently, the number of foreign foods circulating in Indonesia requires producers to compete to attract the public by showing the Country of Origin label and emphasizing the brand image. Consumer behavior in buying imported cosmetic products is influenced by various factors, namely the country of origin and brand image of the product. This study will discuss the effect of country of origin and brand image on purchasing decisions for Yoshinoya products for Yoshinoya consumers in Bandar Lampung. This form of research is quantitative research with an associative approach. The results of data analysis show that there is an influence of the country oforigin and brand image variables on purchasing decisions. This is indicated by the F count of 47.364> F table of 3.09 and a significance value (sig.) 0.00 <0.05. In addition, the coefficient of determination is also obtained at 0.484%, which means that the country of origin and brand image variables contribute an influence of 48.4% in explaining the purchasing decision variable and the remaining 51.6% is influenced by other variables not explained in the study. The conclusion in this study is that the country of origin (X1) and brand image (X2) variables partially and simultaneously affect purchasing decisions