The Effect Of Country Of Origin On Brand Image And TheirImpact Toward Purchase Decision (STUDY ON LANEIGE SKINCARE CONSUMERS IN INDONESIA)

Niken Endang Prastiwi, Indira Rachmawati

Abstract

This research is driven by the existence of problems related to consumer trust in two factors, namely the country of origin and brand image before making a purchase of a product. The purpose of this study was to determine the effect of country of origin and brand image on purchasing decisions of skincare products from South Korea, Laneige. This study consists of three variables, such as Country of Origin (X) as the independent variable, while Brand Image (Y1) and Purchase Decision (Y2) as the dependent variables. The study used a descriptive quantitative method with a sample of 100 respondents who were Laneige skincare consumers in Indonesia. The sample was obtained through a non-probability sampling technique which focused on incidental sampling. Descriptive analysis and path analysis were chosen as data analysis techniques. The results of the descriptive analysis of the three variables are in the good category. The results of the path analysisprove that the Country of Origin has a significant effect on Brand Image by 27.8%, Country of Origin has a significant effect on Purchase Decisions by 25.6%, and Brand Image has a significant effect on Brand Imageby 57.9%. Keywords: Country of Origin, Brand Image, Purchase Decision

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