PENGARUH COUNTRY OF ORIGIN TERHADAP LOYALITAS MEREK DENGAN PERSEPSI HARGA SEBAGAI VARIABEL MEDIASI (Studi Pada OPPO Smartphone)

The reseach purpose is to analyze the effect country of origin toward brand loyalty with price percepcion as variable mediation on handphone merk OPPO. The sampling method is purposive sampling. The data analysis is using simple linier regression. Before analysing data, the fist step is to test the instrument quality by the validity and reliability test
The research's already result showed country of origin has a positive and significant effect toward price percepcion. Country of origin has a positive and significant effect toward brand loyalty. Price percepcion has a positive and significant effect toward brand loyalty. Country of origin has a positive and significant effect toward brand loyalty through price percepcion. Price percepcion plays as a mediating variable.
Key Wards: Country of origin, price percepcion, brand loyalty
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