PENGARUH COUNTRY OF ORIGIN DAN BRAND AMBASSADOR NCT 127 TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE NATURE REPUBLIC DENGAN BRAND IMAGE SEBAGAI MEDIASI

his study aims to analyze the influence of Country of Origin and Brand
Ambassador on purchase decisions, with Brand Image as a mediating variable in Nature Republic skincare products. The research uses a quantitative approach with purposive accidental technique and involves 120 respondents who are female consumers aged 18–26 years and have previously purchased Nature Republic products. Data were collected through questionnaires measured using a Likert scale. The data analysis techniques used in this study include classical assumption tests, multiple linear regression, and the Sobel test to examine the mediating effect. The results show that Country of Origin does not have a significant effect on purchase decisions, Brand Ambassador has a negative and significant effect, and
Brand Image is able to mediate the influence of Country of Origin and Brand Ambassador on the purchase decision of Nature Republic products