Peran kepercayaan konsumen dalam memediasi pengaruh country of origin dan word of mouth terhadap keputusan pembelian
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Abstract
This study aims to analyze the role of brand trust in mediating the influence of country of origin and word of mouth on purchase decisions, with a focus on the case of purchasing Honda cars. A quantitative approach and explanatory research method were employed, utilizing Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The research was conducted on a sample of 169 respondents, selected using a non-probability convenience sampling method, specifically targeting Honda car owners in Jabodetabek area. The results show that country of origin has a significant effect on both brand trust and purchase decision. Meanwhile, word of mouth does not have a direct effect on purchase decision but does significantly influence brand trust. Furthermore, brand trust is proven to mediate the relationship between country of origin and purchase decision, but not between word of mouth and purchase decision. These findings highlight the importance of positive perceptions of a product's country of origin in building consumer trust, which in turn drives purchase decisions, particularly in the context of automotive products.
Penelitian ini bertujuan untuk menganalisis peran kepercayaan merek dalam memediasi pengaruh country of origin dan word of mouth terhadap keputusan pembelian dengan mengambil studi pada Keputusan pembelian mobil merek Honda. Penelitian ini menggunakan pendekatan kuantitatif dan metode eksplanatif, dengan teknik analisis Structural Equation Modeling (SEM)-Partial Least Square (PLS). Penelitian ini dilakukan pada sampel sebanyak 169 responden dan pengambilan sampel menggunakan Teknik non-probability-convenience sampling yakni pemilik mobil merek Honda di wilayah Jabodetabek. Hasil penelitian ini dapat membuktikan bahwa country of origin berpengaruh terhadap kepercayaan dan Keputusan pembelian, sedangkan, word of mouth tidak dapat dibuktikan berpengaruh langsung terhadap keputusan pembelian, tetapi berpengaruh terhadap kepercayaan. Kepercayaan terbukti dapat memediasi hubungan antara country of origin dan keputusan pembelian, tetapi tidak untuk hubungan antara word of mouth dan keputusan pembelian. Temuan ini menegaskan pentingnya persepsi positif terhadap negara asal sebagai pembentuk kepercayaan konsumen, yang kemudian mendorong keputusan pembelian, khususnya dalam konteks produk otomotif.
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