摘要：Skincare business in Indonesia has been growing enormously in the last decade, with the coming of international brands and the struggling of local brands, to win the Indonesian customers. The aim of this research is to analyze the influence of country of origin to purchase decision through the brand image, and the impact of country of origin on customer satisfaction for local Indonesian skin care brands. As this research is using the quantitative approach, the data are collected by using questionnaires which are distributed to selected samples of 179 respondents. The respondents are chosen from the consumers of Indonesian brands of skin care products. The data are analyzed with SmartPLS software. The results show that the country of origin has a positive influence to purchase decision, the country of origin has a positive influence on brand image, brand image has a positive influence on purchase decision, and, finally, brand image has a positive influence on customer satisfaction on local Indonesian brands of skin care products.
关键词：Brand image;country of origin image;customer satisfaction;purchase decision
