Institutional Repository | Satya Wacana Christian University: Pengaruh Country of Origin dan Brand Reputation terhadap Customer Perceived Value Produk Kosmetik Korea Selatan

ABSTRACT
The current globalisation with economic activities involving the countries in the
world have resulted in products that circulate in a country to be very diverse. This causes
consumers to get advantages for choosing products that suit their needs
Consumers consider the brand and manufacturing location (country of origin)
foreign products before they make a purchase. Consumers assume brands are of high
quality and is safe for consumption is the reputation of the brand. Brand reputation aims to
make quality goods traded became an important value in the consumers sight. Indonesia is
a promising market for foreign products including cosmetics, one of which is cosmetic
products from South Korea.
This research aimed to know the influence of country of origin and brand reputation
on customer perceived value of cosmetic products from South Korea. To obtain the
necessary data, the authors took a sample of 100 respondents with judgement sampling
technique. Analysis tools used are simple linear regression and multiple linear regression.
The results showed that the country of origin has a significant influence on the
brand reputation of cosmetic products from South Korea. While the country of origin and
brand reputation has no significant influence on customer perceived value of cosmetic
products from South Korea.

Keywords: country of origin, brand reputation, customer perceived value, cosmetic
products.