Work

The Influence of Country of Origin and Brand Emotion on Consumer Loyalty Through Purchase Decisions

Year: 2025

Type: article

Abstract: This research employs a quantitative method, utilizing the variables of Country of Origin, Brand Emotion, Consumer Loyalty, and Purchase Decision. The hypotheses are tested using Structural Equation Modeling - Partial Least Squares (SEM-PLS) analysis. The population in this study consists of all McDonald's consumers in Samarinda. The sample size is determined based on the number of indicators, which is 19, multiplied by the maximum range of 7, resulting in 133 samples. The results of this study indicate that Country of Origin does not have a significant effect on Consumer Loyalty. Brand Emotion has a significant effect on Consumer Loyalty. Purchase Decision has a significant effect on Consumer Loyalty. Country of Origin, through Purchase Decision, has a significant effect on Consumer Loyalty. Brand Emotion, through Purchase Decision, also has a significant effect on Consumer Loyalty.

Source: International Journal of Education, Business and Economics Research.

DOI: 10.59822/ijeber.2025.5319

Authors: Novel Reonald, Dian Irma Aprianti, Dahlia Natalia, Muhammad Samsul Hidayat

Institutions: Widya Gama Mahakam University, IPB University, Universitas Airlangga

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4410758574

FWCI:

Cites: 5

Cited by:

Related to: 10