THE INFLUENCE OF COUNTRY OF ORIGIN AND BRAND EMOTION ON CONSUMER LOYALTY THROUGH PURCHASE DECISIONS

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.