PENGARUH COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP PURCHASE DECISION: Survei pada Followers Instagram Innisfree Indonesia

Feby Fauziah Fatimah, - (2024) PENGARUH COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP PURCHASE DECISION: Survei pada Followers Instagram Innisfree Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan memperoleh gambaran dan pengaruh country of origin dan brand image terhadap purchase decision pada followers Instagram Innisfree Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Penelitian ini melibatkan 400 sampel yang diambil dengan metode purposive sampling. Teknik analisis yang digunakan adalah analisis structural equation model (SEM) dengan bantuan perangkat lunak AMOS for Windows. Hasil penelitian menunjukkan gambaran country of origin, brand image, dan purchase decision responden berada pada kategori baik, country of origin memiliki pengaruh yang positif dan signifikan terhadap purchase decision. Brand image berpengaruh terhadap purchase decision secara positif dan signifikan. Kemudian, country of origin dan brand image berpengaruh secara positif dan signifikan terhadap purchase decision. Temuan ini menunjukkan bahwa country of origin dan brand image akan mendorong dan meningkatkan purchase decision. This study aims to obtain an overview and influence of country of origin and brand image on purchase decision on Instagram followers Innisfree Indonesia. This research uses descriptive and verification methods with a quantitative approach. This study involved 400 samples taken by purposive sampling method. The analysis technique used is structural equation model (SEM) analysis using AMOS for Windows. The findings in this study state that the description country of origin, brand image and purchase decision are in the good category. Country of origin has a positive and significant influence on purchase decision. Brand image that influences purchase decision positively and significantly. Then, country of origin and brand image have a positive and significant effect on purchase decision. These findings indicate that country of origin and brand image will encourage and increase purchase decision.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&authuser=2&user=Tl3lhFEAAAAJ ID SINTA Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari: 5980376
Uncontrolled Keywords:	country of origin, brand image, purchase decision
Subjects:	H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Feby Fauziah Fatimah
Date Deposited:	02 May 2024 03:40
Last Modified:	02 May 2024 03:40
URI:	http://repository.upi.edu/id/eprint/116492

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