Pengaruh Country of Origin terhadap Purchase Intention Generasi Z pada Kosmetik Cina: Mediasi Brand Image dan Attitude Toward the Brand (Studi Kasus Gen Z Kota Padang)
DOI:
https://doi.org/10.38035/jemsi.v7i4.7871Keywords:
Country of Origin, Brand Image, Attitude Toward the Brand, Purchase Intention, Generasi ZAbstract
Penelitian ini bertujuan menganalisis pengaruh country of origin terhadap purchase intention Generasi Z pada produk kosmetik asal China dengan peran mediasi brand image dan attitude toward the brand. Penelitian dilatarbelakangi oleh meningkatnya popularitas kosmetik impor di Indonesia, khususnya pada konsumen muda, meskipun masih terdapat persepsi beragam mengenai kualitas produk berdasarkan negara asal. Studi ini dilakukan pada Generasi Z di Kota Padang yang aktif menggunakan media digital dan e-commerce. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online. Variabel penelitian meliputi country of origin sebagai variabel independen, brand image dan attitude toward the brand sebagai variabel mediasi, serta purchase intention sebagai variabel dependen. Kerangka teori mengacu pada Theory of Planned Behavior yang dikemukakan oleh Icek Ajzen serta signaling theory untuk menjelaskan pembentukan persepsi konsumen. Hasil penelitian menunjukkan bahwa country of origin berpengaruh terhadap purchase intention baik secara langsung maupun tidak langsung melalui brand image dan attitude toward the brand. Temuan ini menegaskan bahwa persepsi negara asal berperan penting dalam membentuk citra dan sikap konsumen yang mendorong niat beli Generasi Z.
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