The Effect of Country-of-Origin, Brand Image, and Brand Evaluation on Purchase Intention: Audio Technica Brand Products on Surakarta

Ikhlasul, Zikri and , Soepatini, S.E., M.Si., Ph.D. (2022) The Effect of Country-of-Origin, Brand Image, and Brand Evaluation on Purchase Intention: Audio Technica Brand Products on Surakarta. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The country-of-origin, brand image, and brand evaluation are examined. This research aims to understand the importance of the country-of-origin, brand image, and brand evaluation on the purchase intention of Audio Technica brand products. A total of 135 respondents who heard Audio Technica brand products are responding to the questionnaire. Linear regression and coefficient determinant was adopted to test the hypothesis. Findings indicate that country-of-origin, brand image, and brand evaluation have significant effects on purchase intention. This research has implications for seeking Indonesian customers’ perceptions regarding foreign brand products

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	country-of-origin; brand image; brand evaluation; purchase intention.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Ikhlasul Zikri
Date Deposited:	26 Nov 2022 02:34
Last Modified:	26 Nov 2022 02:34
URI:	http://eprints.ums.ac.id/id/eprint/106188

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