PENGARUH COUNTRY OF ORIGIN DAN BRAND LOVE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE NATURE REPUBLIC DI TUNJUNGAN PLAZA SURABAYA
Abstract
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%
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