Citation:

Sari Fitri Safira, Fatchur Rohman, Siti Aisjah. "The Effect of Country of Origin and Price on Purchase Intention Mediated by Trust: A Study on Mixue Global Franchising Consumers in Malang City" International Research Journal of Economics and Management Studies, Vol. 3, No. 4, pp. 325-332, 2024.

Abstract:

This study investigates the effect of Country of Origin and Price towards Purchase Intentions, with trust serving as a mediating variable among consumers of Mixue Global Franchising. This study adopts an explanatory research design with a quantitative approach, utilizing online surveys distributed to 150 respondents for data collection. The data is analyzed using the Partial Least Squares (SEM-PLS) method. The results of this research show that country of origin, price, and trust have a significant effect on purchase intention. Trust is also able to strengthen the relationship between the country of origin towards purchase intention and the relationship between price towards purchase intention. These findings suggest that Mixue has the potential to emphasize its strength by implementing a branding strategy that highlights its advantages, encourages positive reviews on social media to increase trust, and uses marketing strategies to attract consumers by providing promotions such as discounts or bundling to increase consumers’ purchase intentions.

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Keywords:

Country of Origin, Price, Trust, Purchase Intention.