PENGARUH COUNTRY OF ORIGIN, ELECTRONIC WORD OF MOUTH, CELEBRITY ENDORSER TERHADAP BRAND IMAGE DAN NIAT BELI (STUDI MEREK SKIN CARE ASAL KOREA SELATAN : LANEIGE DI YOGYAKARTA)

This study aims to examine and or find out how the influence of country of origin, electronic word of mouth, celebrity endorser toward brand image and purchase intention on Laneige in Yogyakarta. The subjects in this study were the general public aged 18 – 23 years old, have never made purchases of Laneige skin care products, and have searched for information about Laneige skin care products via the internet at least three times. . In this study, a sample of 144 respondents were selected using purposive sampling method. The analytical tool used is Structural Equation Modeling (SEM) using AMOS 22.0 software. Based on the analysis that has been done, the results show country of origin has a positive and significant effect on brand image and purchase intention, electronic word of mouth has a positive and significant effect on brand image and purchase intention, celebrity endorser has a positive and significant effect on brand image and purchase intention, brand image has a positive and significant effect on purchase intention, and brand image positively and significantly mediates the relationship between country of origin, electronic word of mouth, celebrity endorser on purchase intention.