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. This research is also expected to identify what kind of factors that needs to be considered on increasing consumer purchase decision on cosmetic product. 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.