PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP PURCHASE DECISION (SURVEI PADA KONSUMEN ES TEH INDONESIA DAN DABO THAI TEA)

This study aims to define the effect of country of origin, brand image, and perceived quality on purchase decisions for Es Teh Indonesia and Dabo Thai Tea and the differences between the two. The sample in this study was 100 respondents, with 50 Es Teh Indonesia consumers and 50 Dabo Thai Tea consumers. The data was processed using multiple linear regression analysis and an independent sample T-test. According to the findings of the study, only the country of origin variable has a positive and significant effect on purchase decisions in Es Teh Indonesia, whereas each variable has a positive and significant effect on purchase decisions in Dabo Thai Tea. The results also show that there are differences in perceived quality and country of origin between Es Teh Indonesia and Dabo Thai Tea. However, the brand image between Es Teh Indonesia and Dabo Thai Tea is the same. Based on the results of this study, it is hoped that the Es teh Indonesia brand will further increase the factors that can make consumers more interested in the products offered, such as unique promotional advertisements. Meanwhile, Dabo Thai tea is expected to improve brand image and product quality to improve purchasing decisions.
Keywords: Purchase Decision, Country of Origin, Brand Image, Perceived Quality