ANALISIS PENGARUH COUNTRY-OF-ORIGIN LABELLING, PRODUCT KNOWLEDGE, PRODUCT INVOLVEMENT TERHADAP CUSTOMER PURCHASE DECISION DENGAN PRODUCT INVOLVEMENT SEBAGAI VARIABEL MODERATING PADA PRODUK KEBAB TURKI BABA RAFI 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 labelling, product knowledge, product involvement toward customer purchase decision with the object of research is Kebab Turki Baba Rafi. The results of this research can be used by Kebab Turki Baba Rafi to develop appropriate strategies to increase purchases of Kebab Turki Baba Rafi products. This study uses a quantitative approach with analysis technique of Structural Equation Modeling (SEM) and AMOS 22.0. 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 positive significant influence on customer purchase decision variable with the largest regression coefficient value than other variables which is about 0.538, besides having the greatest influence, product involvement will strengthen the relationship between the variables of product knowledge to the customer purchase decision with a regression coefficient of 0.361 and strengthen the relationship variables country-of-origin labelling on customer purchase decision with the regression coefficient of 0.372. Whereas for variable of country-of-origin labelling, only have a positive effect but not significant with regression coefficient of 0.141 toward variable customer purchase decision.