ANALISIS PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE DAN PERCEIVED QUALITY TERHADAP MINAT BELI MOBIL SUV DFSK GLORY 580 DI PALEMBANG

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ABSTRACT
One of the Asian countries that is heavily in Indonesian, especially in the
automotive sector, namely China. This can be seen from the start of the number of
country of origin, brand image and perceived Quality on consumer buying
intention in DFSK Glory 580 SUV. The type of research in this study is a survet
questionnaire method. The analysis technique used in this study uses multiple
regression analysis techniques. The results of testing inthis study indicate that
partially or simultaneously the country of origin, branf image and perceived
quality variables have a significant effect in consumer buying intention. The
results of testing the coefficant of determination also show that 83,4% of the
country of origin, brang image and perceived quality of the brand are able to
explain the variables of consumer buying intention.

Keyword: country of origin, brand image, perceived quality and buying intention