The Influence of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for Innisfree Korean Skincare Products

Naning Dwi Amanah; Irawan  Randikaparsa; Herni Justiana  Astuti; Fatmah  Bagis

doi:10.55927/ijbae.v4i1.12641

Authors

Naning Dwi Amanah Universitas Muhammadiyah Purwokerto
Irawan Randikaparsa Universitas Muhammadiyah Purwokerto
Herni Justiana Astuti Universitas Muhammadiyah Purwokerto
Fatmah Bagis Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i1.12641

Keywords:

Country of Origin, Celebrity Endorser, Electronic Word of Mouth, Purchase Decisions

Abstract

This research investigates the impact of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth (E-WOM) on the purchasing decisions of Innisfree skincare products among university students. Utilizing a quantitative approach with purposive sampling, the study involved 293 respondents. Data analysis was conducted using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) technique to evaluate the relationships among variables. The results reveal that Country of Origin, Celebrity Endorser, and E-WOM significantly and positively affect purchasing decisions. The study's implications provide insights for consumers to understand how factors such as Country of Origin, Celebrity Endorser, and E-WOM can shape their purchasing decisions.

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