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Go Back       Himalayan Journal of Economics and Business Management | Volume:4 Issue:3 | June 26, 2023
91 Downloads219 Views

DOI : 10.47310/Hjebm.2023.v04i03.034       Download PDF       HTML       XML

The Effect of Country of Origin and Electronic Word of Mouth through Brand Image on Consumer Purchasing Decisions of Laneige Skincare Products

Irsyavina Nabila Imami, IkaBarokah Suryaningsih, Sudaryanto

Master of Management Study Program, Faculty of Economics and Business University of Jember, Indonesia Kalimantan Street No. 37, Tegal Boto, Jember, East Java 68121, Indonesia

*Corresponding Author

Irsyavina Nabila Imami

Article History

Received: 10.06.2023

Accepted: 15.06.2023

Published: 26.06.2023

Abstract: This study examines the effect of country of origin andelectronic word of mouththrough brand image on consumer purchase decisions. The sample of this study are customers of Laneige skincare products in East Java as many as 150 respondents that collected by purposive sampling. This research is catagorized as explanatory research. The research method are path analysis and sobel test. The results show that country of origin and electronic word of mouth has a significant effect on brand image, country of origin, electronic word of mouth, and brand image has a significant effect on consumer purchase decisions and brand image is able to mediate the effect of country of origin and electronic word of mouth on consumer purchase decisions. All hypotheses in this study are accepted.

Keywords: country of origin, electronic word of mouth, brand image, consumer purchase decisions

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