The Role of the Brand Image Mediates the Effect Country of Origin on Purchase Intention

ABSTRACT: The purpose of this study aims to explain the role of brand image mediating the influence of country of origin on purchase intention. This research was conducted in Denpasar City involving 100 respondents using purposive sampling method. Data analysis technique used are descriptive statistical analysis techniques, path analysis (path analysis) and sobel test. The results showed that country of origin had a positive and significant effect on brand image on Honda brand cars in Denpasar. Country of origin has a positive and significant effect on purchase intention on Honda brand cars in Denpasar. Brand image has a positive and significant effect on purchase intention on Honda brand cars in Denpasar. Brand image positively and significantly mediates the influence of country of origin on purchase intention on Honda brand cars in Denpasar.
KEYWORDS: country of origin, brand image, purchase intention