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All Journal JURNAL MANAJEMEN MOTIVASI Journal of Economic, Bussines and Accounting (COSTING)
Jhoansyah , Dicky
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS COUNTRY OF ORIGIN TERHADAP PURCHASE DECISION MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI Safuroh, Nyimas; Ramdan, Asep Muhamad; Jhoansyah , Dicky
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/ar3fqq31

Abstract

This study aims to analyze the effect of country of origin on purchase decision with brand equity as a mediating variable among Vivo smartphone users in Sukabumi City. The research employs a quantitative approach with a descriptive–causal method. A total of 195 respondents were selected using a probability sampling technique, and data were collected through a questionnaire measured using a semantic differential scale. Data analysis was conducted using Structural Equation Modeling–Partial Least Square (SEM-PLS) through SmartPLS 4, which includes evaluations of both the outer model and inner model. The results indicate that country of origin significantly influences brand equity, brand equity significantly influences purchase decision, and brand equity significantly mediates the relationship between country of origin and purchase decision. These findings suggest that consumers’ perceptions of a product’s country of origin affect their evaluation of the brand, which subsequently shapes their purchasing decisions. Strong brand equity enhances this relationship through increased brand awareness, perceived quality, positive brand associations, and consumer loyalty. This study contributes to the field of marketing by highlighting the mediating role of brand equity and providing strategic implications for companies seeking to strengthen brand value and improve product competitiveness.
Omnichannel Marketing Strategy and Competitive Advantage in Mediating Market Orientation toward Marketing Performance Gunawan, Detia; Ramdan, Asep Muhamad; Jhoansyah , Dicky
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8669

Abstract

This study aims to analyze the effect of market orientation on marketing performance with omnichannel marketing strategy and competitive advantage as mediating variables in food-sector MSMEs in Sukabumi City. The method used is a quantitative approach with a survey of 120 respondents and data analysis using SEM-PLS. The results show that market orientation significantly influences omnichannel strategy and competitive advantage. Both variables mediate the relationship between market orientation and marketing performance. The implication of this study suggests that market orientation, supported by omnichannel strategy and competitive advantage, can optimally enhance the marketing performance of MSMEs.
Co-Authors Asep Muhamad Ramdan Gunawan, Detia Safuroh, Nyimas