Lestari,, Yumna Aliffa and Dr. Drs. Edy Yulianto., , MP. (2023) Pengaruh Country Of Origin dan Persepsi Harga Terhadap Brand Image Dan Dampaknya Terhadap Keputusan Pembelian (Survey Online Pada Konsumen Skincare Asal Korea Selatan Di Malang Raya). Sarjana thesis, Universitas Brawijaya.
Abstract
Memasuki era globalisasi memudahkan masyarakat untuk memperoleh informasi dan mengikuti tren baik dari dalam dan maupun luar negeri. Salah satu tren yang sedang banyak diikuti dan dibicarakan adalah mengenai penggunaan skincare. Tujuan dari penelitian ini yaitu untuk mengetahui dan menjelaskan adanya pengaruh country of origin dan persepsi harga terhadap brand image dan dampaknya pada keputusan pembelian konsumen skincare asal Korea Selatan. Hasil dari penelitian ini menunjukkan bahwa : (1) Country of origin berpengaruh positif dan signifikan terhadap brand image, (2) Persepsi harga berpengaruh positif dan signifikan terhadap brand image, (3) Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, (4) Country of origin tidak memiliki pengaruh terhadap keputusan pembelian, (5) Persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian.
English Abstract
Entering the era of globalization makes it easier for people to obtain information and follow trends both from within and outside the country. One trend that is being followed and discussed a lot is regarding the use of skincare. The purpose of this study is to identify and explain the influence of country of origin and price perceptions on brand image and their impact on purchase decisions for skin care consumers from South Korea. The results of this study indicate that: (1) Country of origin has a positive and significant effect on brand image, (2) Perceived price has a positive and significant effect on brand image, (3) Brand image has a positive and significant effect on purchasing decisions, (4) Country of origin has no influence on purchasing decisions, (5) Perceived price has a positive and significant effect on purchasing decisions.
Item Type: | Thesis (Sarjana) |
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Identification Number: | 052303 |
Uncontrolled Keywords: | Country of Origin, Persepsi Harga, Brand Image, Keputusan Pembelian-Country of Origin, Price Perception, Brand Image, Purchase Decision |
Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
Depositing User: | Unnamed user with username suprihatin |
Date Deposited: | 19 Jan 2024 07:54 |
Last Modified: | 19 Jan 2024 07:54 |
URI: | http://repository.ub.ac.id/id/eprint/212581 |
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