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All Journal International Journal of Business and Applied Economics (IJBAE)
Amanah, Naning Dwi
Unknown Affiliation
Decision Sciences, Operations Research & Management

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The Influence of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for Innisfree Korean Skincare Products Amanah, Naning Dwi; Randikaparsa, Irawan; Astuti, Herni Justiana; Bagis, Fatmah
International Journal of Business and Applied Economics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v4i1.12641

Abstract

This research investigates the impact of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth (E-WOM) on the purchasing decisions of Innisfree skincare products among university students. Utilizing a quantitative approach with purposive sampling, the study involved 293 respondents. Data analysis was conducted using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) technique to evaluate the relationships among variables. The results reveal that Country of Origin, Celebrity Endorser, and E-WOM significantly and positively affect purchasing decisions. The study's implications provide insights for consumers to understand how factors such as Country of Origin, Celebrity Endorser, and E-WOM can shape their purchasing decisions.
Co-Authors Bagis, Fatmah Herni Justiana Astuti Randikaparsa, Irawan