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