The Mediating Effect of Self-Congruity in The Influence of Country Image, Corporate Image, and Brand Image on Purchase Intention of Korean Cosmetic Products in Indonesia

DOI

10.2991/assehr.k.210805.229How to use a DOI?

Keywords

country image, corporate image, brand image, self-congruence, purchase intention

Abstract

From the perspective of Indonesian consumers, this study aimed to test the mediating effect of self-congruity in the influence of country image, corporate image, and brand image of purchase intention of Korean cosmetic products. As many as 232 participants filled out the questionnaire voluntarily in an online survey. We proposed that there is an influence of country image, corporate image, and brand image on purchase intention, and self-congruity has a mediating effect in the influence of country image, corporate image, and brand image on purchase intention. Hypotheses testing was done using SmartPLS 3.0. The Results show that country image, corporate image, and brand image have a significant impact on purchase intention. Moreover, the results also find that self-congruity partially mediates the influence of country image, corporate image, and brand image on purchase intention. All hypotheses were statistically significant and supported by the data. Implications of this study are also to define further theoretically and practically.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sonia Anggrila
AU  - Hetty Karunia Tunjungsari
PY  - 2021
DA  - 2021/08/08
TI  - The Mediating Effect of Self-Congruity in The Influence of Country Image, Corporate Image, and Brand Image on Purchase Intention of Korean Cosmetic Products in Indonesia
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 1456
EP  - 1461
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.229
DO  - 10.2991/assehr.k.210805.229
ID  - Anggrila2021
ER  -