PENGARUH CITRA NEGARA ASAL DAN HARGA TERHADAP NIAT BELI PADA MAHASISWA UNIVERSITAS KLABAT

Abstract

This study focuses on how country-of-origin and price influence consumer’s intention to buy among Indonesian consumers. With the increasing dominance of Chinese laptop in the Indonesian market, this study tries to find the influence of perceived quality based on the country of origin image and price on purchase intention. This study is a three-part study. The first part founds that there is a significant difference of country of origin image and purchase intention between Chinese and Japanese laptop. The Japanese laptop is perceived more favorable than the Chinese laptop. Likewise the purchase intention is found to be significantly higher on Japanese laptop. The second part founds that the purchase intention on the less favorable country’s product is increased significantly when the price increase. Furthermore the purchase intention on the more favorable country’s product inrceased significantly when the price decrease. The third part founds that countries of origin image of both countries influence the purchase intention. The data were collected through questionnaire from 355 students of Klabat University, Indonesia