THE EFFECT OF COUNTRYOF ORIGIN, ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND TRUST ON PURCHASING INTENTION OF YAMAHA MATIC MOTORBIKES IN BANDUNG CITY

Abstract

            The motorbike industry in Indonesia has now been dominated by brands from Japan, almost all motorbike market share in Indonesia is controlled by motorbike manufacturers from Japan. Japanese-produced motorbikes can easily dominate the motorbike market share in Indonesia because manufacturers can understand the capabilities and needs of the Indonesian people. Apart from good technology, design and quality of motorbikes, Japanese-produced motorbikes also offer more competitive prices compared to motorbikes produced by other countries that entered the motorbike industry earlier.

            The research was conducted using a sample survey method, the data was collected through distributing questionnaires to 100 respondents as those who have and are interested in buying Yamaha matic motorbikes and live in the city of Bandung. Data analysis was carried out using descriptive and verification analysis, data processing using IBM SPSS 25 software.

The results of this study indicate that respondents who have and are interested in buying Yamaha matic motorbikes in Bandung city show a high response to Country of Origin (X1), Electronic Word of Mouth (X2), Brand Trust (X3), and Purchase Intention (Y). Country of Origin (X1), Electronic Word of Mouth (X2), Brand Trust (X3) variables have a positive and significant effect on Purchase Intention (Y) of Yamaha matic motorbikes in Bandung, both partially and simultaneously.

The effect of Country of Origin (X1), Electronic Word of Mouth (X2), and Brand Trust (X3) on Purchase Intention (Y) are 41,00% while the remaining 59,00% are explained by other variables or factors outside the model.