MODEL INTENSI PENCARIAN INFORMASI DAN INTENSI PEMBELIAN

Muhammad Dharma Tuah Putra Nasution, SE., MM, Yossie Rossanty, SE.,MM

Abstract

Lenovo company derived from China has successfully acquired IBM in the United States.
Lenovo has a superior notebook that was selected as "Best Brand" in Indonesia Best Brand
Award 2015. The purpose of this study was to investigate the effect of the country of origin
image, product knowledge, and product involvement to search information and purchase
intentions. The study used the model of Structural Equation Modeling. Data was collected
from 180 respondents in Medan, Binjai, and Deli Serdang. The study result was found that
the country of origin image has a positive and significant effect to search information and
purchase intentions. Similarly, consumer product involvement has a positive and
significant effect to search information and purchase intentions. However, consumer
product knowledge hasn’t significant effect to search information search and purchase
intentions. We advise using the appropriate media to communicate the information
regarding the products release until to provide knowledge for the society.