The Influence of South Korea Drama and Country of Origin on Brand Image and Purchase Intention of South Korea Cosmetics by Female Student in University of Mataram

The Influence of South Korea Drama and Country of Origin on Brand Image and Purchase Intention of South Korea Cosmetics by Female Student in University of Mataram

Agus Abdul Choleq

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Baiq Mega Rinjani

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Sulhaini

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Baiq Handayani Rinuastuti

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University of Mataram

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Abstract

The objectives of this research is to analyze the influence of South Korean drama and country of origin on brand image, to analyze the influence of South Korean drama and country of origin on purchase intention, to analyze the influence of brand image on purchase intention. This research is associative explanatory research. The samples in this study is UNRAM students who know about South Korean drama and South Korean cosmetics. Data collection tools is questionnaires. The data analysis tool used is SEM (Structural Equation Modeling), which is operated with PLS. The results of this study indicate that South Korean Drama has a positive and significant effect on Brand Image, Country of origin has a positive and significant effect on Brand image, South Korean Drama has a positive and significant effect on Purchase Intention.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Agus Abdul Choleq. 2020. \u201cThe Influence of South Korea Drama and Country of Origin on Brand Image and Purchase Intention of South Korea Cosmetics by Female Student in University of Mataram\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E8).

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GJMBR Volume 19 Issue E8

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 12, 2018
Peer Review Double Blind
Handling Editor
Accepted January 2, 2019
Published January 15, 2019

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v1.2

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January 3, 2020

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