PENGARUH COUNTRY OF ORIGIN TERHADAP BRAND IMAGE DAN DAMPAKNYA BAGI KEPUTUSAN PEMBELIAN (Survei Online Pada Konsumen Skin Care Etude House di Indonesia)

Abstract

This study aims to determine, (1) the effect of country of origin towards brand image, (2) the effect of country of origin towards purchase decision, (3) the effect of brand image towards purchase decision. This research use explanatory research with quantitative approach. The object of this research is the consumer of Etude House’s skin care in Indonesia. Purposive sampling technique is used in this research to determine the number of samples. The number of samples obtained is 169 people using Matchin and Campbell formula. Questionnaires is used to collecting data for this study. The result of this research showed that there was a significant influence of 1) country of origin towards brand image of 0,486 (48,6%), (2) there was a significant influence of country of origin towards purchase decision of 0,237 (23,7%), (3) there was a significant influence of brand image towards purchase decision of 0,605 (60,5%). The results above lead to the conclusion that country of origin could shows an image of a brand that could affect the purchase decision. Kеywords: Country Of Origin, Brand Image, Purchase Decision. АBSTRАK Penelitian ini bertujuan untuk mengetahui, (1) pengaruh country of origin terhadap brand image , (2) pengaruh country of origin terhadap keputusan pembelian, (3) pengaruh brand image terhadap keputusan pembelian. Penelitian ini menggunakan metode penelitian penjelasan ( explanatory research ) dengan pendekatan kuantitatif. Objek pada penelitian ini adalah konsumen produk skin care merek Etude House di Indonesia. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling dengan menggunakan rumus Matchin and Campbell dan mendapatkan sampel sebanyak 169 responden. Metode analisis data yang digunakan dalam penelitian ini adalah menyebar koesioner penelitian. Hasil penelitian ini diketahui bahwa (1) variabel country of origin berpengaruh signifikan terhadap variabel brand image dengan koesifien jalur beta (β) sebesar 0,486, (2) varibel country of origin berpengaruh signifikan terhadap variabel keputusan pembelian dengan koefisien jalur beta (β) sebesar 0,237, (3) variabel brand image berpengaruh signifikan terhadap variabel keputusan pembelian dengan koefisien jalur beta (β) sebesar 0,605. Hasil yang diperoleh menghasilkan kesimpulan bahwa country of origin dari suatu merek membentuk brand image yang dapat mempengaruhi keputusan pembelian konsumen. Kаtа Kunci: Country Of Origin (Coo), Brand Image , Keputusan Pembelian.

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