Lie, Cindy Lestari
(2018)
The effects of country of origin, perceived quality and brand image on the purchase intention of Etude House Cosmetics.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The purpose of this research is to analyse the effect of country of origin, perceived quality and the brand image on the purchase intention of Etude House cosmetics. Based on the purpose of the research, arose the hypothesis of (1) The country of origin of a product, affects positively on the purchase intention of a consumer, (2) The perceived quality of a product affects positively on the purchase intention of a consumer, and (3) The brand image of a product affects positively on thr purchase intention of a consumer. The sample consists of Etude House consumers in Indonesia who are students of the University of Pelita Harapan, with a total of 146 respondents. The instrument used for data collection in this research is by handing out questionnaires. The questionnaires has been tested with the reliability and validity test. The instrument used for data analysis is PLS-SEM, with the program SmartPLS. The end result of this research has shown that (1) The country of origin of a product has a negative effect on purchase intention, (2) The perceived quality of a product has a positive and the most significant effect on purchase intention, and (3) The brand image of a product has also has a positive and significant effect on purchase intention.
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