Pengaruh Brand Image dan Country of Origin dengan Kepercayaan Sebagai Variabel Intervening Terhadap Keputusan Pembelian Fastfood Luar Negeri

Abstract

The Influence of Brand Image and Country Of Origin with Trust as Intervening Variables on Foreign Fast Food Purchase Decisions; Handby Eka Nuransyah; 200820101004; 2023; 108 pages; Master of Management Study Program, Faculty of Economics and Business, Jember University. The purpose of this study was to determine and analyze the effect of brand image and country of origin on Mixue consumer purchasing decisions through trust as an intervening variable. The population in this study are all consumers who have purchased Mixue products in Indonesia. This study uses non-probability sampling with purposive sampling technique, because purposive sampling is a sampling technique with certain considerations. The criteria for selecting respondents used in this study were everyone who had purchased Mixue products at least once in the last month, namely in June 2023. The data collection technique in this study was to use a questionnaire (Google Form). Determining the number of samples in this study was based on Roscoe's opinion which suggested that to determine sample size several suggestions could be used, one of which was depending on the number of indicators used in all variable formations. The number of sample members must be at least 10 times the number of variables studied. The indicators in this study totaled 14 indicators with 6 characteristic categories including gender, age, education, occupation, religion, and province. The sample size in this study was 180 respondents. The results of the study show that brand image, country of origin, and trust have a significant influence on purchasing decisions. In addition, trust mediates the effect of brand image and country of origin on purchasing decisions