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All Journal Indonesian Journal of Social Research (IJSR) Bandung Conference Series: Business and Management MIMBAR : Jurnal Sosial dan Pembangunan
Saraswati, Nindya
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Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Indonesian Journal of Social Research (IJSR)

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Does Country of Origin Matter? Exploring Its Effect on Purchase Decisions Mediated by Perceived Quality Mulyaningsih, Hendrati Dwi; Sufian, Muhammad Fathoni; Saraswati, Nindya
Indonesian Journal of Social Research (IJSR) Vol 7 No 1 (2025): Indonesian Journal of Social Research (IJSR)
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/ijsr.v7i1.623

Abstract

This research explores whether a product’s country of origin (COO) influences consumer purchasing decisions through the mediating role of perceived quality. The study is grounded in consumer behavior and brand perception theories, focusing on Adidas users in Bandung as a case. Using a quantitative method and Structural Equation Modeling (SEM) via SmartPLS, data were collected from 110 respondents through a structured questionnaire. The analysis confirmed that COO has a significant positive influence on perceived quality and, subsequently, on purchase decisions. However, the COO does not directly influence purchasing decisions without the mediation of perceived quality. These findings highlight the importance of perceived product quality in bridging the consumer's perception of a brand's origin and purchasing behavior. This study contributes to marketing and branding strategies by emphasizing the need for companies to enhance the perceived quality of their products when leveraging their country of origin in brand positioning.
Co-Authors Alfian Raga Mulya Estri Mahani, Septiana Ayu Febriyanti, Kharisma Gumelar, Eka Tresna Muhammad Rifqi Risqullah Muhammad Taufik Permana, Rezi Mulyaningsih, Hendrati Dwi Mutiara Nurazizah Rahayu Natasya Rheina Fitri Permana, Rezi Muhamad Taufik Putri Fatimah , Nadhifa Amelia Ratih Tresnati Saraswati, Septiana Ayu Estri Mahani, Nindya Sufian, Muhammad Fathoni