ANALISIS PENGARUH COUNTRY OF ORIGIN DAN EVENT SPONSORSHIP PEMILIHAN PUTERI INDONESIA TERHADAP BRAND AWARENESS DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Studi Pada Keputusan Pembelian Kosmetik Mustika Ratu di Kota Semarang)
Abstract: Nowdays, make up is
not only use for someone who attending a formal event or a party. A change of
desire become a necessity is an opportunity for manufacturers of cosmetic
industry to develop its business. The purpose
of this research is to know
the impact of country of
origin , event sponsorship, and
brand awareness toward
consumer purchase decision on
buying cosmetic products. The sample used for this research is consumen
who site in Semarang that had minimum one-time purchase Mustika Ratu’s products
and watch Ajang Pemilihan Puteri Indonesia. The analysis technique used for
this research is structural equation models with 22,0 AMOS program. The result
of this research indicate that country of origin (0,297) and event sponsorship
(0,642) have a positive and significant impact toward brand awareness. Country
of origin (0,159), event sponsorship (0,347) and brand awareness (0,323) have
positive and significant impact toward purchase decision.
Keywords: country of origin,
event sponsorship, brand awareness, purchase decision
Penulis: Maulidya Permata
Nusantari, Idris Idris
Kode Jurnal: jpmanajemendd170783
