The Mediating Effect of Self-Congruity in The Influence of Country Image, Corporate Image, and Brand Image on Purchase Intention of Korean Cosmetic Products in Indonesia
- DOI
- 10.2991/assehr.k.210805.229How to use a DOI?
- Keywords
- country image, corporate image, brand image, self-congruence, purchase intention
- Abstract
From the perspective of Indonesian consumers, this study aimed to test the mediating effect of self-congruity in the influence of country image, corporate image, and brand image of purchase intention of Korean cosmetic products. As many as 232 participants filled out the questionnaire voluntarily in an online survey. We proposed that there is an influence of country image, corporate image, and brand image on purchase intention, and self-congruity has a mediating effect in the influence of country image, corporate image, and brand image on purchase intention. Hypotheses testing was done using SmartPLS 3.0. The Results show that country image, corporate image, and brand image have a significant impact on purchase intention. Moreover, the results also find that self-congruity partially mediates the influence of country image, corporate image, and brand image on purchase intention. All hypotheses were statistically significant and supported by the data. Implications of this study are also to define further theoretically and practically.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Sonia Anggrila AU - Hetty Karunia Tunjungsari PY - 2021 DA - 2021/08/08 TI - The Mediating Effect of Self-Congruity in The Influence of Country Image, Corporate Image, and Brand Image on Purchase Intention of Korean Cosmetic Products in Indonesia BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 1456 EP - 1461 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.229 DO - 10.2991/assehr.k.210805.229 ID - Anggrila2021 ER -