INFORMATION SEARCH AND INTENTIONS TO PURCHASE: THE ROLE OF COUNTRY OF ORIGIN IMAGE, PRODUCT KNOWLEDGE, AND PRODUCT INVOLVEMENT

摘要

This research purpose is to examine the effect of the country of origin image, product knowledge and product involvement in information search and intentions to purchase. Analysis of data used Structural Equation Modeling which operated by Lisrel version 8.5. Data obtained by 180 respondents from three cities in North Sumatera, Indonesia. The result of the research demonstrates that the country of origin image has a positive and significant effect on information search and intentions to purchase. Furthermore, Product involvement has a positive and significant effect on information search and intentions to purchase. However, product knowledge does not affect information search and intentions to purchase. The selection of media and technology are accurate to deliver information the launch of a product, and it will increase consumer's knowledge.