PENGARUH COUNTRY OF ORIGIN IMAGE, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK INNISFREE DI MALL KELAPA GADING JAKARTA UTARA

Abstract

In the current era of globalization, the exchange of world views between countries in terms of products, technology, lifestyle, and cultural aspects becomes something that cannot be avoided. With the rapid development of communication technology makes it easy for everyone to obtain information, especially about the field of beauty. The beauty industry is currently developing rapidly which in recent years the flow of Korean culture has become a trend in various countries including Indonesia. Thus, causing changes in the views and interests of consumers towards the decision to purchase beauty products. Therefore, this research will examine the effect of Country of Origin Image, Brand Image, and Product Quality on Purchasing Decisions of Innisfree Products at Kelapa Gading Mall North Jakarta. Theories used to support this writing are theories related to Country of Origin Image, Brand Image, Product Quality and Purchasing Decisions. The object of this research is Innisfree. The sampling technique is non-probability sampling using judgment sampling and using 100 samples. Data analysis techniques use the validity and reliability test, descriptive analysis, multiple regression analysis and the classical assumption test. The result of analysis shows that Country of Origin Image, Brand Image, and Product Quality have a positive effect on Purchasing Decisions. thus it can be stated the better the Country of Origin Image, Brand Image, and Product Quality of a product, the higher the level of Purchasing Decision making. Keywords: Country of Origin Image, Brand Image, Product Quality, Purchase Decision