THE INFLUENCE OF COUNTRY OF ORIGIN (COO), COUNTRY OF MANUFACTURE (COM), AND BRAND POWER ON THE DECISION TO BUY SECOND CLOTHING IN MATARAM CITY
Handry Sudiartha Athar1*Lalu Edy Herman Mulyono2, Prayitno Basuki3, Himawan Sutanto4, M. Jaya Putra5, Agusdin6

Post Graduate and Faculty of Economics and Business, University of Mataram

Abstract

The emergence and development of second-hand clothing is seen as a new business opportunity. This research aims to analyze the influence of Country of Origin (COO), Country of Manufacture (COM), and brand power on the decision to buy second-hand clothing in Mataram. The type of research used in this research is quantitative research with causal methods. The population in this research is all second-hand clothing consumers who shop at Karang Sukun Market in Mataram, and the number of respondents was 100 people. The data collection tool in this research is a questionnaire using a 1 - 5 Likert scale. The data analysis used was a structural equation test with the SEM partial least squares (PLS) method using SmartPLS 3.0 software. The result of this study shows that the Country of Origin has no significant effect on purchasing decisions. On the other hand, Country of Manufacture and brand power have positive and significant effects on purchasing decisions. The findings of this research can be used as a reference for MSMEs and second-hand clothing sellers in Mataram and other areas to consider providing products from certain brands that have high brand power in the minds of consumers.

Keywords: Country of Origin, Country of Manufacture, Brand Power, Purchasing decision., Thrift Clothes.

Topic: Business and Economic