The Influence of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for Innisfree Korean Skincare Products
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.
Authors
- Fatmah Bagis (ORCID: https://orcid.org/0000-0003-3293-5970)
- Irawan Randikaparsa (ORCID: https://orcid.org/0000-0002-6024-3747)
- Herni Justiana Astuti (ORCID: https://orcid.org/0000-0002-7172-0270)
- Naning Dwi Amanah
Institutions
- Muhammadiyah University Purwokerto (ID)
Publication Details
- Journal
- International Journal of Business and Applied Economics
- Published
- 2025-01-15
- DOI
- https://doi.org/10.55927/ijbae.v4i1.12641
- Primary Topic
- Consumer Perception and Purchasing Behavior
- Type
- article
- Field-Weighted Citation Impact
- 0.00