PENGARUH COUNTRY OF ORIGIN DAN BRAND LOVE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE NATURE REPUBLIC DI TUNJUNGAN PLAZA SURABAYA
The use of skincare is increasingly widespread, accompanied by the desire to have an attractive appearance, which is one of the reasons the skincare industry is growing. This fact can be seen from the many skincare product stores scattered in Tunjungan Plaza Surabaya, one of which is Nature Republic skincare from South Korea which is made from aloevera. This research aims to find out the effect of country of origin and brand love on purchasing decisions. The study was conducted at Tunjungan Plaza Surabaya by having a sample of 96 people who have the criteria as consumers of the Nature Republic store with an age range of 17 to 50 years with sampling using accidental sampling technique. Data were collected by observation and questionnaires. Multiple linear regression analysis is used for data analysis techniques with SPSS software. The results obtained in the study indicate the fact that country of origin has a significant influence on purchasing decisions of 2,739, brand love has a significant influence on purchasing decisions of 5,161, and the final results show that the simultaneous influence of country of origin and brand love has a significant influence. simultaneous to purchasing decisions with a percentage of 48.3%
PDF Download: 208
Copyright (c) 2021 salma ananda tiara
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Jurnal Pendidikan Tata Niaga (JPTN) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.