DEVITA, ELVINA MARSHA and AGUSTINI, MARIA YOSEPHINE DWI HAYU Country of Origin and Brand Image on Purchase Decision of South Korean Cosmetic Etude House. Journal Of Management and Business Environment, 1 (1). pp. 55-70. 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 |
|---|---|
| Subjects: | 600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management |
| Divisions: | Journal Publication |
| Depositing User: | Ms Dwi Hayu Agustini |
| Date Deposited: | 15 Sep 2020 08:11 |
| Last Modified: | 18 Jan 2023 05:57 |
| URI: | http://repository.unika.ac.id/id/eprint/22075 |
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