Pengaruh Citra Negara Asal dan Persepsi Kualitas Produk Terhadap Keputusan Pembelian Anggur Hijau Impor Asal Cina (Studi Pada Pelanggan PT Cakka Cahaya Makmur): The Influence of Country of Origin Image and Product Quality Perception on Purchasing Decisions for Imported Green Wine from China (Study on PT Cakka Cahaya Makmur Customers)

Audry Dwi Syah Fitri (Universitas Bisa Sarana Informatika)

JURNAL MANAJEMEN DAN AKUNTANSI CAKRAWARTI
Vol. 1 No. 3 (2026): Oktober 2026 - Desember 2026

This research was conducted at PT Cakka Cahaya Makmur based on the decline in stock turnover of imported green grapes from China, Sweet Globe variety, from 70% in the first quarter of 2025 to 65% in the fourth quarter of 2025, even though its price is 18-20% cheaper than Australian grapes. This condition shows that price is not the only determining factor in purchase decisions. Therefore, this research aims to determine the influence of country of origin image and perceived product quality on the purchase decision of these grapes. The method used is quantitative associative causal, with a population of 150 customers of PT Cakka Cahaya Makmur, obtaining a sample of 109 respondents through purposive sampling technique and the Taro Yamane formula (5% margin of error). Data were collected through a Likert-scale questionnaire and processed using SPSS. The results show that partially, Country of Origin Image obtained a t-count of 3.924 > t-table 1.982 with a significance of 0.001<0.05, thus significantly affecting Purchase Decision. Perceived Product Quality obtained a t-count of 3.778 > t-table 1.982 with a significance of 0.001<0.05, thus also significantly affecting Purchase Decision. Simultaneously, both variables obtained an F-count of 76.200 > F-table 3.08 with a significance of 0.001<0.05. It can be concluded that country of origin image and perceived product quality significantly affect, both partially and simultaneously, the purchase decision of imported green grapes from China.