PENGARUH BRAND IMAGE, PRODUCT KNOWLEDGE, DAN DIGITAL PROMOTION, TERHADAP KEPUTUSAN PEMBELIAN PADA MJ AUTOCARE MELALUI CUSTOMER ETHNOCENTRISM

Authors

  • Adityo Nugroho

DOI:

https://doi.org/10.31941/jebi.v27i2.4918

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Product Knowledge, dan Digital Promotion terhadap Keputusan Pembelian pada MJ Autocare dengan Customer Ethnocentrism sebagai variabel mediasi. Data dikumpulkan melalui kuesioner dari 133 responden yang merupakan pelanggan MJ Autocare di Pekalongan. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Brand Image, Product Knowledge, dan Digital Promotion berpengaruh signifikan dan positif terhadap Keputusan Pembelian. Namun, Customer Ethnocentrism tidak memediasi hubungan tersebut secara signifikan.

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Published

2024-10-11

Issue

Vol. 27 No. 2 (2024): JURNAL EKONOMI DAN BISNIS SEPTEMBER 2024

Section

Artikel

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