ANALISIS PENGARUH BRAND ORIGIN, BRAND CREDIBILITY, SELF-IMAGE CONGRUENCE DAN HIGH INVOLVEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND KNOWLEDGE SEBAGAI MODERASI BRAND ORIGIN (STUDI KASUS PADA HANDPHONE CROSS DI PURWOKERTO)

Abstract

The purpose of the research is to examine the effect of brand origin, brand credibility, self-image congruence, and high involvement impact purchase intention with brand knowledge as moderator variables of brand origin. The sample of studies were 120 consumers who had. Analysis tool that is used Structural Equation Model (SEM). The result showed insignificant effects of brand credibility, self-image congruence, and high involvement.