%0 Generic
%A KARIMA IRSYADA, HANUM
%C UNIVERSITAS LAMPUNG
%D 2024
%F eprints:84458
%I FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
%T PENGARUH COUNTRY OF ORIGIN, PERSEPSI HARGA, CELEBRITY  ENDORSER, DAN ELECTRONIC WORD OF MOUTH (EWOM)  TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK DI    LAMPUNG
%U http://digilib.unila.ac.id/84458/
%X Di era globalisasi, konsumen dihadapkan pada berbagai pilihan produk kosmetik  dari berbagai penjuru dunia. banyaknya merek kosmetik yang beredar di  Indonesia menuntut produsen berlomba-lomba un tuk menarik minat konsumen.  Penelitian ini dilakukan untuk mengetahui pengaruh country of origin, persepsi  harga, celebrity endorser, dan electronic word of mouth (eWOM) terhadap  keputusan pembelian produk kosmetik pada konsumen Maybelline di Lampung.  Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan tujuan  eksplanasi, melalui program SPSS 26 sebagai pengolahan data. Teknik  pengambilan sampel dalam penelitian ini yaitu purposive sampling dengan jumlah  sebanyak 385 responden. Berdasarkan hasil menunjukan bahwa country of origin  secara parsial tidak berpengaruh terhadap keputusan pembelian, sedangkan  persepsi harga, celebrity endorser, dan eWOM secara parsial berpengaruh  terhadap keputusan pembelian. Secara simultan country of origin, persepsi harga,  celebrity endorser, dan eWOM berpengaruh terhadap keputusan pembelian  produk kosmetik. Penelitian ini merekomendasikan agar manajemen perusahaan  dapat memperkuat strategi pemasaran dengan menekankan variabel tersebut.  Selanjutnya, perusahaan dapat mempertimbangkan untuk merekrut selebriti yang  relevan dengan target pasar, juga meningkatkan upaya dalam mengelola eWOM  yang positif.  Kata Kunci: Country of Origin, Persepsi Harga, Celebrity Endorser,  Electronic Word of Mouth, dan Keputusan Pembelian.    In the era of globalization, consumers are faced with a wide selection of cosmetic  products from various parts of the world. the number of cosmetic brands  circulating in Indonesia requires manufacturers to compete to attract consumer  interest. This study was conducted to determine the effect of country of origin,  price perceptions, celebrity endorsers, and electronic word of mouth (eWOM) on  purchasing decisions for cosmetic products for Maybelline consumers in  Lampung. The type of research used is quantitative research with explanatory  purposes, through the SPSS 26 program as data processing. The sampling  technique in this study was purposive sampling with a total of 385 respondents.  Based on the results, it shows that country of origin partially has no effect on  purchasing decisions, while price perceptions, celebrity endorsers, and eWOM  partially affect purchasing decisions. Simultaneously country of origin, price  perceptions, celebrity endorsers, and eWOM influence purchasing decisions for  cosmetic products. This study recommends that company management can  strengthen marketing strategies by emphasizing these variables. Furthermore,  companies can consider recruiting celebrities who are relevant to the target  market as well as increasing efforts in managing positive eWOM.  Keywords: Country Of Origin, Price Perception, Celebrity Endorser, Electronic    Word of Mouth, and Purchasing Decisions.