EFFECTS OF BRAND PERSONALITY AND COUNTRY OF ORIGIN IMAGE ON PURCHASE INTENTION OF ETUDE HOUSE COSMETICS
| Main Author: | Ramadhany, Nuzul Putri; Universitas Bakrie |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Universitas Bakrie
, 2013
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| Online Access: |
http://journal.bakrie.ac.id/index.php/jurnal_ilmiah_ub/article/view/347 |
Daftar Isi:
- This research aims to investigate the effects of brand personality and country of origin image on purchase intention of Etude House Cosmetics. Based on a board literature review of the brand personality and country of origin the author conducted a case study to found the effect of those variables on consumers’ purchase intention. The research tests three hypotheses in respect of brand personality and country of origin’s effects on purchase intention partially and simultaneously. The questionnaire was administered to 200 consumers in Indonesia to test the hypotheses. The result has been analyzed by multiple linier regression analysis. Results reveal that both brand personality and country of origin image have a positive and significant impact partially and simultaneously on purchase intention. Meanwhile, country of origin image has bigger impacts on purchase intention than brand personality. Using correlation analysis, it was found that among all the indicators in both variables, ‘prestigious’ indicator of country of origin image is the indicator that correlates with purchase intention the most. This study contributes to the marketing and international business literatures and provides insights to international marketers by bringing valuable information that can help make decisions as to where to manufacture and how to promote global products.