PENGARUH CITRA NEGARA ASAL, PERSEPSI KUALITAS, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN

This study aims to analyze the influence of country of origin, quality perception, brand image, on consumen decision making. The independent variables in this study are country of origin. uality perception and brand image as variable mediator. The dependent variable in this study is consumen decision making. The object used in this research is Gajah Tunggal tires for car. The sample of this study amounted to 125 respondents selected by using purposive sampling method. Data analysis technique used in this research by using Structural Equation Modeling (SEM) with the help of AMOS . Analysis of instrument quality test data in this research using validity test, reliability test, and normality test.
The results showed that country of origin has a significant positive effect on quality perception, brand image and consumen decision making. Quality perception and brand image has a significant positive effect on consumen decision making.
Keyword: country of origin, quality perception, brand image, consumen decision making.