Peran Citra Merek dalam Memediasi Pengaruh Negara Asal dan Persepsi Kualitas terhadap Minat Beli Laptop China di Kabupaten Malinau
DOI:
https://doi.org/10.30872/jfor.v26i3.15652Keywords:
Negara asal produk, Persepsi kualitas, Citra merk, Minat beliAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh negara asal produk dan persepsi kualitas terhadap minat beli dengan citra merek sebagai variabel mediasi pada laptop buatan China di Kabupaten Malinau. Menggunakan metode kuantitatif dan pendekatan Partial Least Squares (PLS), data dikumpulkan melalui kuesioner dari 200 responden dengan skala Likert. Analisis data meliputi uji validitas, reliabilitas, serta hubungan antar variabel. Hasil penelitian menunjukkan bahwa negara asal produk berpengaruh signifikan terhadap minat beli dan kinerja citra merek. Persepsi kualitas tidak berpengaruh langsung terhadap minat beli, namun berpengaruh signifikan terhadap citra merek. Citra merek terbukti sebagai variabel mediasi yang kuat, memperkuat pengaruh negara asal produk dan persepsi kualitas terhadap minat beli. Secara keseluruhan, temuan ini mengindikasikan bahwa citra merek memainkan peran penting dalam memediasi pengaruh negara asal dan persepsi kualitas terhadap minat beli
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