THE EFFECT OF COUNTRY IMAGE, COMPANY IMAGE, BRAND IMAGE, MEDIATED BY BRAND ATTITUDE ON BUYING INTENTIONS OF WULING AND DFSK BRAND IN SURABAYA

  • Reizano Amri Rasyid Universitas Nahdlatul Ulama Surabaya
  • Azmil Chusnaini Universitas Nahdlatul Ulama Surabaya
  • C Candraningrat Universitas Dinamika
  • Mochammad Irfan Yusuf

Abstract

This study aims to examine and investigate the effects of the Chinese automotive product brand on the
Indonesian market. Based on the literature relating to the image of the country and the influence of the
country of origin, a research model was developed to evaluate the image of the country, the image of
the company and the image of the brand. To test models and investigate the influence of country,
company and brand image on brand attitudes and purchase intentions, investigate the influence of
country, company and brand image on brand attitudes and purchase intentions. State image consists
of four dimensions: political image, economic image, citizen image and image of state relations. This
research is expected to provide information and theoretical evidence for research on China's image,
especially regarding Wuling and DFSK brand products, and also provide empirical evidence to support
the "go global" strategy of Chinese companies.
Keywords: Country Image, Corporate Image, Brand Attitude, Purchase Intention, China

Published
2022-04-19
How to Cite
Rasyid, R., Chusnaini, A., Candraningrat, C., & Yusuf, M. (2022). THE EFFECT OF COUNTRY IMAGE, COMPANY IMAGE, BRAND IMAGE, MEDIATED BY BRAND ATTITUDE ON BUYING INTENTIONS OF WULING AND DFSK BRAND IN SURABAYA. JMM17 : Jurnal Ilmu Ekonomi Dan Manajemen, 9(01), 69-78. https://doi.org/10.30996/jmm17.v9i01.6445
Section
Articles