International Journal of Business and Applied Economics (IJBAE)
Vol. 4 No. 1 (2025): January 2025

The Influence of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for Innisfree Korean Skincare Products

Amanah, Naning Dwi (Unknown)
Randikaparsa, Irawan (Unknown)
Astuti, Herni Justiana (Unknown)
Bagis, Fatmah (Unknown)

Article Info

Publish Date
15 Jan 2025

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.

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Journal Info
International Journal of Business and Applied Economics (IJBAE)
Website

Abbrev

ijbae

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management

Description

International Journal of Business and Applied Economics (IJBAE), is an international peer-reviewed journal that is aimed to be an international forum and platform for disseminating high-quality business, management, and economic-related researches, by Formosa Publisher. IJBAE seeks to publish ...