AGUSTINI, M.Y DWI HAYU and DEVITA, ELVINA MARSHA (2019) Country of Origin and Brand Image on Purchase Decision of South Korean Cosmetic Etude House. Journal Of Management and Business Environment, 1 (1). ISSN 2685-5992
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Abstract
This research aims at knowing the influence of country of origin (COO) and brand image on purchase decision of Etude House, a South Korean cosmetic brand. A sample of 100 consumers of Etude House was the respondents that were selected using snowball method. The questionnaire were distributed to women consumers who live in Semarang and have been using the products in the last three months. Multiple regression analysis was to see if the influence of COO and brand image on purchase decision is significant. The results show that COO and brand image had positive and significant influence on the purchase decision of Etude House products
| Item Type: | Article |
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| Subjects: | 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands |
| Divisions: | Faculty of Economics and Business > Department of Management |
| Depositing User: | Mrs Christiana Sundari |
| Date Deposited: | 21 Jan 2020 03:17 |
| Last Modified: | 21 Jan 2020 03:17 |
| URI: | http://repository.unika.ac.id/id/eprint/19964 |
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