The influence of country-of-origin and brand image on purchase decision towards South Korean cosmetic Innisfree in Medan

Felintia, Felintia (2020) The influence of country-of-origin and brand image on purchase decision towards South Korean cosmetic Innisfree in Medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (784kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (102kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (214kB)
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (177kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (180kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (221kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (490kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (130kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (150kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Along with globalization and the increasing of international trade, has increased the purchases and sales of a product between countries especially cosmetic products. The growth of cosmetics industry market in Indonesia is getting bigger which is marked by the number of cosmetic products used from South Korea. Country-of-origin is usually considered to be a trait of a product that will lead to a perception of the product quality. These perceptions are the associations of beliefs and mental that are triggered by a country. In this type of international business, country of origin helps domestic marketers to export and to attract investors and foreign firms, official's government wants to strengthen their country's image. The purpose of this research is to examine whether country origin and brand image have significant effects on purchase decision of Innisfree products from South Korea in Medan. This research was analyzed using multiple regression model and using SPSS software. From this research, it can be concluded that: 1) Country of origin and brand image have significant influence towards purchase decisions of Innisfree’s consumers. 2) The management of Innisfree can write South Korea name on the product label, using Korea favorite’s actor as a brand ambassador, emphasizing product benefits to increase the image of the user and emphasizing product ingredients made from natural ingredients to increase the image of the product. 3) It is highly recommended for Innisfree to focus on the country of origin and brand image. Therefore, the sales of the product will be increased. Further research is needed to find out other variables that can influence the purchase decision of Innisfree products. / Seiring globalisasi dan meningkatnya perdagangan internasional, transaksi pembelian dan penjualan produk antar negara meningkat salah satunya produk kosmetik Korea Selatan. Pertumbuhan pasar industri kosmetik di Indonesia semakin besar karena banyaknya prnggunaan produk kosmetik Korea Selatan. Negara asal menjadi ciri suatu produk yang akan menimbulkan persepsi kualitas produk. Persepsi ini adalah asosiasi keyakinan dan mental yang dipicu oleh suatu negara. Dalam jenis bisnis internasional ini, negara asal membantu pemasar dalam negeri untuk melakukan ekspor dan untuk menarik investor dan perusahaan asing, pemerintah pejabat ingin memperkuat citra negaranya. Tujuan dari penelitian adalah menguji apakah negara asal dan citra merek berpengaruh signifikan terhadap keputusan pembelian produk Innisfree asal Korea Selatan di Medan. Analisis penelitian menggunakan model regresi berganda dan software SPSS. Penelitian ini dapat disimpulkan: 1) Negara asal dan citra merek berpengaruh signifikan terhadap keputusan pembelian konsumen. 2) Manajemen Innisfree dapat menuliskan nama Korea Selatan pada label produk, menggunakan aktor favorit Korea sebagai brand ambassador, menekankan manfaat produk untuk meningkatkan citra pengguna dan menekankan pada bahan produk yang terbuat dari bahan alami untuk meningkatkan citra produk . 3) Disarankan untuk Innisfree agar fokus pada negara asal dan citra merek. Oleh sebab itu, penjualan produk meningkat. Penelitian lanjut untuk mengetahui variabel lain yang mempengaruhi keputusan pembelian produk Innisfree.

Actions (login required)

View Item