Abstract: The rapid development of telecommunication and information technology and telephone usage have been dominated by smartphones. The higher growth rate of smartphone users also increases the demand for smartphones. The purpose of this study was to explain the effect of country of origin on brand image, to explain the influence of country of origin on purchasing decisions, and the influence of brand image on purchasing decisions, and explain the role of brand image in mediating the effect of country of origin on purchasing decisions on OPPO smartphones in Denpasar City. This research was conducted in Denpasar City and the population in this study were people who had bought and used OPPO smartphone products in the city of Denpasar. The sample in this study consisted of 100 respondents. This study uses a method of determining non-probability sampling techniques that are selected by purposive sampling. Data were analyzed using path analysis techniques.
The results showed that the country of origin had a positive and significant effect on the brand image of OPPO smartphones in Denpasar City. Country of origin has a positive and significant effect on purchasing decisions on OPPO smartphones in Denpasar City. Brand image has a positive and significant effect on purchasing decisions on OPPO smartphones in Denpasar City. Brand image positively and significantly mediates the influence of country of origin on purchasing decisions on OPPO smartphones in Denpasar City.
Keywords: Country of Origin, Brand Image, Purchasing Decisions, Smartphone, Oppo.
Title: The Role of Brand Image Mediate the Influence Country of Origin on Purchasing Decisions on OPPO Smartphones in Denpasar City
Author: Ni Putu Wiwik Suastari, Ni Made Rastini
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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