Authors:

Pratiwi Ni Luh Putu Mira, Kerti Yasa Ni Nyoman

Abstract:

“The aim of this study is to determine the mediating role of brand image on the influence of countryof origin on brand equity of Toyota car in Denpasar City. This research was conducted to 150 samples by implementing purposive sampling method. The data was collected by using instrument with 5 point Likert’s Scale. The data was analized with Structural Equation Modeling ( SEM ) technique. The results show that 1) country of origin has a positive effect on brand image, 2) country of origin is positively affect brand equi ty, 3) brand image is positively affect brand equity, and 4) brand image mediates the effect of country of origin on brand equity. It is recommended for Toyota Management to further highlight that Toyota is a made in Japan car with an image of developed countries. Additionally, Toyota management can also improve its brand image by making Toyota as the top brand award, so it will be able to increase the brand equityof the Toyota products.”

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PDF:

https://jurnal.harianregional.com/jmbk/full-14395

Published

2015-02-28

How To Cite

NI LUH PUTU MIRA, Pratiwi; NI NYOMAN, Kerti Yasa. PERAN BRAND IMAGESEBAGAI PEMEDIASI PENGARUH COUNTRY OF ORIGINPADA BRAND EQUITY.Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, [S.l.], feb. 2015. ISSN 2302-8890. Available at: https://jurnal.harianregional.com/jmbk/id-14395. Date accessed: 28 Aug. 2025.

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Issue

Volume 9 Nomor 1 Tahun 2015

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License