FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN KOSMETIK KOREA SELATAN DI KOTA BATAM

  • Candy Candy Universitas Internasional Batam
  • Junita Junita Universitas International Batam

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui apakah brand association, brand loyalty, country of origin, perceived quality dan price secara langsung mempengaruhi purchase intention dengan satisfaction sebagai variabel mediasi pada kosmetik Korea Selatan di kota Batam. Data dikumpulkan dari 254 responden yang merupakan pengguna kosmetik Korea Selatan di kota Batam. Metode yang digunakan dalam penelitian ini adalah metode analisis Partial Least Square-Structured Equation Modeling (PLS-SEM). Hasil analisis data menunjukkan bahwa brand association, perceived quality, satisfaction berpengaruh signifikan positif terhadap purchase intention, sedangkan variabel brand loyalty, country of origin, dan price tidak berpengaruh terhadap purchase intention. Pengaruh variabel perceived quality terhadap purchase intention yang dimediasi oleh satisfaction memiliki pengaruh signfikan positif.

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Published
2022-06-20
How to Cite
Candy, C., & Junita, J. (2022). FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN KOSMETIK KOREA SELATAN DI KOTA BATAM. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(2), 487-502. https://doi.org/10.31955/mea.v6i2.1990