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M.Y. Dwi Hayu Agustini
Magister Management Program, Catholic University of Soegijapranata
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Country of Origin and Brand Image on Purchase Decision of South Korean Cosmetic Etude House Elvina Marsha Devita; M.Y. Dwi Hayu Agustini
Journal of Management and Business Environment (JMBE) Vol 1, No 1: July 2019
Publisher : Soegijapranata Catholic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/jmbe.v1i1.2115

Abstract

This research aims at knowing the influence of country of origin (COO) and brand image on purchase decision of Etude House, a South Korean cosmetic brand. A sample of 100 consumers of Etude House was the respondents that were selected using snowball method. The questionnaire were distributed to women consumers who live in Semarang and have been using the products in the last three months. Multiple regression analysis was to see if the influence of COO and brand image on purchase decision is significant. The results show that COO and brand image had positive and significant influence on the purchase decision of Etude House products
Co-Authors Elvina Marsha Devita