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
Irsyavina Nabila Imami
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