PENGARUH COUNTRY OF ORIGIN (COO), GREEN PRODUCT, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE INNISFREE DI KOTA MALANG

The Effect 0f Country of Origin (COO), Green product, and Brand trust on Purchase Decision of Innisfree Skincare Products in Malang City
Aurellia Bintang1, Widayat2, Yulist Rima Fiandari3
Management Study Program, Faculty of Economics and Business
Universitas Muhammadiyah Malang
Email: [email protected]

ABSTRACT
This study aims to analyze the influence of Country of Origin (COO), Green Product, and Brand Trust on purchasing decisions for Innisfree skincare products in Malang City. The approach used is quantitative with explanatory research. The population in this study were consumers who have purchased Innisfree products in Malang City, with a sample of 140 respondents obtained through accidental sampling technique. Data collection was carried out using a questionnaire with a Likert scale. Analysis used multiple linear regression. The results of the study indicate that partially Country of Origin, Green Product, and Brand Trust have a positive and significant effect on purchasing decisions. Simultaneously, these three variables are also proven to have a significant effect on purchasing decisions for Innisfree skincare products. These findings indicate that perceptions of the product's country of origin, concern for environmental friendliness, and the level of consumer trust in the brand are important factors in driving purchasing decisions.