PENGARUH COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI POSITIVE EMOTION PADA PRODUK FRIED CHICKEN DI SIDOARJO

Penelitian ini bertujuan untuk 1) Mengetahui pengaruh country of origin terhadap positive emotion. 2) Mengetahui pengaruh country of origin terhadap keputusan pembelian. 3) Mengetahui pengaruh brand image terhadap positive emotion. 4) Mengetahui pengaruh brand image terhadap keputusan pembelian. 5) Mengetahui pengaruh country of origin terhadap keputusan pembelian melalui positive emotion. 6) Mengetahui pengaruh brand image terhadap keputusan pembelian melalui positive emotion. 7) Mengetahui pengaruh positive emotion terhadap keputusan pembelian
Metode penelitian yang digunakan adalah metode kuantitatif deskriptif dengan menggunakan alat analisis SmartPLS 3.0 untuk mengukur hasil dari country of origin dan
brand image sebagai variabel independen, keputusan pembelian sebagai variabel dependen, dan positive emotion sebagai variabel intervening. Penelitian ini menggunakan analisis deskriptif dengan 88 responden dengan rumus slovin.
Hasil penelitian ini menunjukkan bahwa adanya country of origin berpengaruh terhadap positive emotion, country of origin berpengaruh terhadap keputusan pembelian, brand image berpengaruh terhadap positive emotion, brand image berpengaruh terhadap keputusan pembelian, country of origin berpengaruh terhadap keputusan pembelian melalui positive emotion, brand image berpengaruh terhadap keputusan pembelian melalui positive emotion, dan positive emotion berpengaruh terhadap keputusan pembelian.
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This research aims to 1) determine the effect of country of origin on positive emotion. 2) Knowing the effect of country of origin on purchasing decisions. 3)Knowing the effect of brand image on positive emotion. 4) Knowing the effect of brand image on purchasing decisions. 5) Knowing the effect on country of origin on purchasing decisions through positive emotion. 6) Knowing the effect of brand image on purchasing decisions through positive emotion. 7) Knowing the effect of positive emotion on purchasing decisions.
The research method used is descriptive quantitative method using the SmartPLS 3.0 analysis tool to measure the results of the country of origin and brand image as the independent variable, purchasing decisions as the dependent variable, and positive emotion as the intervening variable. This study uses descriptive analysis with 88 respondents with the slovin formula.
The results of this study indicate that the country of origin has an effect on positive emotion, country of origin has an effect on purchasing decisions, brand image
has an effect on positive emotion, brand image has an effect on purchasing decisions, the country of origin has an effect on purchasing decisions through positive emotion, brand
image influence purchasing decisions through positive emotion and positive emotion has an effect on purchasing decisions.