Effect of Country of Origin, Celebrity Endorser and eWOM on Purchase Intention

DOI

10.2991/piceeba2-18.2019.17How to use a DOI?

Keywords

Country of Origin, Celebrity Endorser, eWOM, Purchase Intention, Korean Fashion

Abstract

Recent technological development comes to the trend of the internet which influences emotional fluctuation, changes in behaviour and lifestyle of teenagers in Indonesia. Changes in lifestyle of Indonesian’s teenagers affect the taste of Indonesian market so that imported products are more in demand recently. One of them, imported fashions from Korea which are very potential in Indonesia, while Indonesian fashion has more potential than Korean.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Serli Ayuma
AU  - Vidyarini Dwita
PY  - 2019/04
DA  - 2019/04
TI  - Effect of Country of Origin, Celebrity Endorser and eWOM on Purchase Intention
BT  - Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)
PB  - Atlantis Press
SP  - 127
EP  - 131
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba2-18.2019.17
DO  - 10.2991/piceeba2-18.2019.17
ID  - Ayuma2019/04
ER  -