The Effect of Country of Origin, Product Quality, and Brand Image Towards Purchase Intention of Innisfree Consumer From Indonesia

Novawynne, Chelsea and Setiawan, Jessica and Allbright M, Madelein (2020) The Effect of Country of Origin, Product Quality, and Brand Image Towards Purchase Intention of Innisfree Consumer From Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The export from Korean cosmetics to Asia countries increasing explosively and the reason is because beauty concept from Korea can/be/shared in specific/regions. Despite aggressive volume of imported Korean products, there still a gap where Korean brands still considered low in acceptance by consumer compares to Non-Korean brands in Indonesia (in this pre-research the study compared The Body Shop and Innisfree only). This study is aimed to figure whether there is an effect of country of origin, product quality and brand image on purchase intention. This research used quantitative research methods with data collection methods using questionnaires filled by 220 respondents. The data analyzed and calculated by PLS - SEM (Partial Least Square - Structural Equation Modeling) with non probability sampling technique. The results of this study indicate that country of origin has no effect on Indonesia consumers of purchase intentions for Innisfree, product quality and brand image has an effect on Indonesian consumers of purchase intentions for Innisfree. From this study, Innisfree should accentuate their natural ingredients from South Korea, for example: green tea from Jeju island. They can also use media social as a platform to promotion through influencers in addressing advantages based on the product review that have been used.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Novawynne, ChelseaNIM00000013382chealseanova@gmail.com
Setiawan, JessicaNIM00000019818jessica19971209@gmail.com
Allbright M, MadeleinNIM00000024152madeleineeam@yahoo.co.id
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWijayanti, Cynthia AnnaNIDN0304097605UNSPECIFIED
Uncontrolled Keywords: Country of Origin; Product Quality; Brand Image; Purchase Intention; Innisfree
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 1518 not found.
Date Deposited: 20 Feb 2020 06:36
Last Modified: 28 Jul 2020 14:59
URI: http://repository.uph.edu/id/eprint/7669

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