The Investigation of Purchase Intention in Using Skincare Product Aloe Vera 92% Shooting Gel Nature Republic in Surabaya City

DOI

10.2991/aebmr.k.210510.041How to use a DOI?

Keywords

Korean wave, Country of Origin, eWom, Brand Image, Purchase Intention

Abstract

This study aims to determine how significant is the influence of Korean Wave, eWom, and Country of Origin variables on Purchase Intention; Through Brand Image as a Mediation Variable (Study on Purchasing Aloe Vera 92% Shooting Products Nature Republic Gel in the City of Surabaya). The research method used in this study is the questionnaire method, that is, by distributing questionnaires based on the research objectives. The number of respondents taken for the research is 265 respondents. Using the non-probability sampling method with a purposive sampling approach, and the method used in analyzing the data in this study is SmartPLS 2.0. Based on the data analysis, the results show that the Korean wave does not have a significant effect on brand image, but it has a significant positive effect on purchase intention. Country of origin has a significant positive effect on brand image and purchase intention. eWom has no significant positive effect on brand image and purchase intention. Brand image has a significant positive effect on purchase intention. While the mediation results show that brand image is able to mediate the country of origin in the purchase intention of Aloe Vera 92% Nature Republic Gel Shooting, but cannot mediate Korean wave and eWom on purchase intention of Aloe Vera 92% Nature Republic Gel.

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  - Denis Fidita Karya
AU  - Mohamad Yusak Anshori
AU  - Syeh Rotul Azizah
AU  - Teguh Herlambang
PY  - 2021
DA  - 2021/05/10
TI  - The Investigation of Purchase Intention in Using Skincare Product Aloe Vera 92% Shooting Gel Nature Republic in Surabaya City
BT  - Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020)
PB  - Atlantis Press
SP  - 255
EP  - 260
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210510.041
DO  - 10.2991/aebmr.k.210510.041
ID  - Karya2021
ER  -