Pengaruh Country of Origin, Brand Image, Celebrity Endorsement, dan Halal Product Knowledge terhadap Purchase Intention Produk Skincare Korea
DOI:
https://doi.org/10.37481/jmeb.v6i3.2437Keywords:
Brand Image, Celebrity Endorsement, Country of Origin, Halal Product Knowledge, Purchase IntentionAbstract
The beauty industry in Indonesia is experiencing growth characterized by rising consumer interest in skincare products, particularly Korean skincare products. This high level of consumer interest in Korean skincare products is fuelled by the K-wave phenomenon, which influences consumer preferences in shaping purchase intentions. This study aims to analyze the influence of country of origin, brand image, celebrity endorsement and halal product knowledge on purchase intention for Korean skincare products, as well as to identify the most dominant variables influencing purchase intention. The study employs a quantitative approach using deductive reasoning. Data were collected via a questionnaire, and the research sample was determined using purposive sampling, comprising 165 respondents. This study utilized multiple linear regression analysis. The results indicate that country of origin, brand image, celebrity endorsement and knowledge of halal products have a positive influence on purchase intention. A positive brand image is formed through a favorable reputation and aligns with consumer perceptions, thereby fostering an interest in purchasing Innisfree products. The research has managerial implications, companies are advised to strengthen their product image through logos and slogans, and to provide information on the ingredients used and the halal status of their products, to gain consumers' understanding, particularly Muslim consumers, thereby encouraging purchase intention.
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