THE INFLUENCE OF COUNTRY OF ORIGIN, CUSTOMER KNOWLEDGE AND AWARENESS, SOCIAL IDENTITY, RETAILER IMAGE, AND PERCEIVED RISK ON INTEREST IN BUYING FOREIGN-PRODUCED FOOD AND BEVERAGE PRODUCTS

Abstract

This study aims to examine the influence of Country Of Origin, Consumer Knowledge and Awareness, Social Identity, Retailer Image, and Perceived Risk on Buying Interests in Food and Beverage Products Manufactured in Foreign Countries. The data used in this research is primary data from 168 people in Lhokseumawe City. The method used to analyze the relationship between variables is multiple linear regression analysis. The results show that Country of origin has a positive and significant effect on the intention to buy food and beverage products produced abroad, and Customer knowledge and awareness have a positive and significant effect on the intention to buy food and beverage products produced abroad Social Identity has a positive and significant effect on the intention to buy food products and foreign-produced beverages Retailer Image has a positive and significant effect on the intention to buy foreign-produced food and beverage products and Perceived Risk has a positive and significant effect on the intention to buy y foreign-produced food and beverage products.