PENGARUH COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE KOREA SELATAN DENGAN HALAL PRODUCT KNOWLEDGE SEBAGAI VARIABEL MODERASI

• Main Author: Amelia Putri Rohepi, - (Author)
• Format: Book
• Published: 2021-08-12.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/66578/1/S_EKI_1704994_Title.pdf; http://repository.upi.edu/66578/2/S_EKI_1704994_Chapter%201.pdf; http://repository.upi.edu/66578/3/S_EKI_1704994_Chapter%202.pdf; http://repository.upi.edu/66578/4/S_EKI_1704994_Chapter%203.pdf; http://repository.upi.edu/66578/5/S_EKI_1704994_Chapter%204.pdf; http://repository.upi.edu/66578/6/S_EKI_1704994_Chapter%205.pdf; http://repository.upi.edu/66578/7/S_EKI_1704994_Appendix.pdf
• Keywords: HB Economic Theory; HC Economic History and Conditions; HD Industries. Land use. Labor; L Education (General)

Adanya fenomena Korean Wave membuat masyarakat di Indonesia tertarik dalam menggunakan skincare Korea Selatan. Akan tetapi, banyaknya produk skincare Korea Selatan tanpa label halal yang beredar, memberikan kemungkinan besar bahwa banyak konsumen muslim belum mengetahui akan kehalalan suatu produk yang mereka konsumsi. Penelitian ini bertujuan untuk menunjukkan faktor-faktor yang menentukan konsumen muslim dalam melakukan keputusan pembelian skincare Korea Selatan. Secara khusus, penelitian ini akan menguji pengaruh country of origin dan brand image terhadap keputusan pembelian skincare Korea Selatan dengan halal product knowledge sebagai variabel moderasi. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan desain kausalitas. Responden dalam penelitian ini merupakan konsumen skincare Korea Selatan dengan jumlah sampel sebanyak 212. Teknik analisis data yang digunakan adalah teknik analisis statistik deskriptif dan structural equation modeling-partial least square (SEM-PLS) dengan bantuan aplikasi SmartPLS 3.3.3. Hasil penelitian menunjukkan bahwa variabel country of origin dan brand image berpengaruh signifikan terhadap keputusan pembelian. Sedangkan variabel halal product knowledge tidak memoderasi pengaruh country of origin dan brand image terhadap keputusan pembelian skincare Korea Selatan. Berdasarkan hasil temuan penelitian tersebut, peran lembaga penjamin halal serta produsen skincare Korea Selatan sangat dibutuhkan dalam mengoptimalkan sertifikasi halal serta kesepakatan internasional. Selain itu, para pelaku usaha juga diharapkan dapat meningkatkan kesadaran terhadap kehalalan suatu produk yang dapat meyakinkan dan mendorong konsumen muslim dalam melakukan keputusan pembelian skincare Korea Selatan di Indonesia. The existence of the Korean Wave phenomenon makes people in Indonesia interested in using South Korean skincare. However, a large number of South Korean skincare products without halal labels in circulation, gives a high possibility that many Muslim consumers do not know about the halalness of the products they consume. This study aims to show the factors that determine Muslim consumers in making South Korean skincare purchasing decisions. In particular, this study will examine the effect of country of origin and brand image on South Korean skincare purchasing decisions with halal product knowledge as a moderating variable. The research method used is descriptive quantitative with causality design. Respondents in this study were South Korean skincare consumers with a total sample of 212. The data analysis techniques used were descriptive statistical analysis techniques and structural equation modelingpartial least square (SEM-PLS) with the help of the SmartPLS 3.3.3 application. The results showed that the country of origin and brand image variables had a significant effect on purchasing decisions. Meanwhile, the halal product knowledge variable does not moderate the influence of country of origin and brand image on the purchasing decision of South Korean skincare. Based on the findings of the study, the role of halal assurance institutions and South Korean skincare manufacturers is urgently needed in optimizing halal certification and international agreements. In addition, business actors are also expected to increase awareness of the halalness of a product that can convince and encourage Muslim consumers to make purchasing decisions for South Korean skincare in Indonesia.