Pengaruh Country Of Origin dan Brand Love Terhadap Keputusan Pembelian Skincare Nature Republic Di Tunjungan Plaza Surabaya

The Influence of Country Of Origin and Brand Love On Purchase Decision Nature Republic Skincare at Tunjungan Plaza Surabaya

Penggunaan skincare semakin marak disertai keinginan untuk memiliki penampilan menarik menjadi salah satu sebab industri skincare berkembang. Fakta itu dapat dilihat dari banyaknya store produk skincare tersebar di Tunjungan Plaza Surabaya, salah satunya skincare Nature Republic asal Korea Selatan yang berbahan dasar dari aloevera. Penelitian yang dilakukan memiliki tujuan untuk mencari tahu dampak country of origin dan brand love kepada keputusan pembelian. Penelitian dilakukan di Tunjungan Plaza Surabaya dengan memiliki sampel yang dipakai sebanyak 96 orang yang memiliki kreiteria sebagai konsumen took Nature Republic dengan rentang usia 17 sampai 50 tahun dengan pengambilan sampel memakai teknik accidental sampling. Data dikumpulkan dengan observasi dan angket. Regresi linier berganda dipakai untuk Teknik analisis data memakai software SPSS. Hasil yang didapat pada penelitian menunjukkan fakta bahwa country of origin punya pengaruh kepada keputusan pembelian sebesar 2.739, brand love punya pengaruh pada keputusan pembelian sebesar 5.161, dan hasil akhir menunjukkan pengaruh yang simultan dari country of origin dan brand love punya pengaruh pada keputusan pembelian dengan presentase sebesar 48,3 persen

The use of skincare is increasingly widespread, accompanied by the desire to have an attractive appearance, which is one of the reasons the skincare industry is growing. This fact can be seen from the many skincare product stores scattered in Tunjungan Plaza Surabaya, one of which is Nature Republic skincare from South Korea which is made from aloevera. This research aims to find out the effect of country of origin and brand love on purchasing decisions. The study was conducted at Tunjungan Plaza Surabaya by having a sample of 96 people who have the criteria as consumers of the Nature Republic store with an age range of 17 to 50 years with sampling using accidental sampling technique. Data were collected by observation and questionnaires. Multiple linear regression analysis is used for data analysis techniques with SPSS software. The results obtained in the study indicate the fact that country of origin has a significant influence on purchasing decisions of 2,739, brand love has a significant influence on purchasing decisions of 5,161, and the final results show that the simultaneous influence of country of origin and brand love has a significant influence. simultaneous to purchasing decisions with a percentage of 48.3 percent