PENGARUH PRODUCT QUALITY DAN COUNTRY OF ORIGIN TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA WULING MOTORS

FARLI IDRIS SABRI, . (2025) PENGARUH PRODUCT QUALITY DAN COUNTRY OF ORIGIN TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA WULING MOTORS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk (product quality) dan negara asal (country of origin) terhadap citra merek (brand image) serta niat beli (purchase intention) pada konsumen Wuling Motors di wilayah Jabodetabek, dengan brand image sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 249 responden yang memenuhi kriteria: berusia ≥17 tahun, berdomisili di Jabodetabek, dan memiliki rencana membeli kendaraan roda empat dalam waktu dekat. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS versi 24. Hasil penelitian menunjukkan bahwa product quality berpengaruh positif dan signifikan terhadap brand image dan purchase intention. Country of origin juga berpengaruh positif dan signifikan terhadap brand image dan purchase intention. Selain itu, brand image terbukti memiliki pengaruh positif dan signifikan terhadap purchase intention. Uji mediasi menunjukkan bahwa brand image memediasi penuh pengaruh product quality terhadap purchase intention, namun tidak memediasi secara signifikan pengaruh country of origin terhadap purchase intention. Temuan ini menegaskan bahwa peningkatan product quality dan pengelolaan persepsi positif terhadap country of origin dapat memperkuat brand image dan mendorong purchase intention, meskipun pada kasus Wuling Motors, brand image belum cukup kuat untuk menjadi perantara signifikan antara country of origin dan purchase intention. Secara praktis, hasil penelitian ini dapat menjadi acuan bagi Wuling Motors untuk memprioritaskan peningkatan product quality dan strategi penguatan brand image. ***** This study aims to analyze the influence of product quality and country of origin on brand image and purchase intention among Wuling Motors consumers in the Jabodetabek area, with brand image serving as a mediating variable. A quantitative approach was employed using a survey method, in which questionnaires were distributed to 249 respondents who met the following criteria: aged 17 years or older, domiciled in Jabodetabek, and planning to purchase a four-wheeled vehicle in the near future. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of AMOS version 24 software. The results reveal that product quality has a positive and significant effect on both brand image and purchase intention. Country of origin also has a positive and significant effect on brand image and purchase intention. Furthermore, brand image was found to have a positive and significant influence on purchase intention. Mediation testing indicates that brand image fully mediates the effect of product quality on purchase intention, but does not significantly mediate the effect of country of origin on purchase intention. These findings highlight that improving product quality and managing positive perceptions of the country of origin can strengthen brand image and stimulate consumer purchase intention. However, in the case of Wuling Motors, the brand image has not yet become a strong enough intermediary between country of origin perceptions and purchase intention. Practically, the results of this study can serve as a reference for Wuling Motors to prioritize enhancing product quality and strengthening brand image strategies.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. M. Edo Suryawan Siregar, S.E., M.B.A. ; 2). Dewi Agustin Pratama Sari, S.E., M.B.A.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Farli Idris Sabri .
Date Deposited:	13 Aug 2025 23:53
Last Modified:	13 Aug 2025 23:53
URI:	http://repository.unj.ac.id/id/eprint/60449

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