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Research Article | Volume 4 Issue 3 (Issue May, 2023)
The Effect of Country of Origin and Electronic Word of Mouth through Brand Image on Consumer Purchasing Decisions of Laneige Skincare Products
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Under a Creative Commons license
Open Access
Published
June 26, 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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