ANALISIS PENGARUH COUNTRY-OF-ORIGIN IMAGE, PRODUCT KNOWLEDGE, PRODUCT INVOLVEMENT TERHADAP CUSTOMER PURCHASE DECISION DENGAN PRODUCT INVOLVEMENT SEBAGAI VARIABELMODERATING PADA PRODUK YOSHINOYA JAPANESE RESTAURANT DI SURABAYA
Abstract
The development of food industry continues increasing worldwide. This
situation used by various manufacturers to take advantage of this business
opportunities to open food business. Fast food business is very popular among
people nowadays. This is no exception in Indonesia, many companies in Indonesia
that use franchising to develop business. Labeling the name of the country is one
factor franchises located in Indonesia. Therefore, this study was conducted to
analyze the effect of country-of-origin image, product knowledge, product
involvement toward customer purchase decision with the object of research is
Yoshinoya Japanese Restaurant. The results of this research can be used by
Yoshinoya Japanese Restaurant to develop appropriate strategies to increase
purchases of Yoshinoya Japanese Restaurant products.
This study uses a quantitative approach with analysis technique of multiple
regression & Moderated Regression Analysis (MRA) and SPSS 16.0. The
questionnaire distributed to 100 respondents who were used as samples in this
study by using a non-probability sampling with snowball sampling method.
The results of this research indicate that the product involvement variable
has a significant influence on customer purchase decision variable with the largest
regression coefficient value than other variables which is about 0.496, besides
having the greatest influence, product involvement will strengthen the relationship
between the variables of product knowledge to the customer purchase decision
with a positive beta of 0.398 and strengthen the relationship variables country-oforigin image on customer purchase decision with the positive beta of 0.410.
Whereas for variable of product knowledge have a significant effect with
regression coefficient of 0.250 toward variable customer purchase decision and
for variable of country-of-origin image have a significant effect with regression
coefficient of 0.226 toward variable customer purchase decision
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