The impact of country-of-origin image and perceived brand prestige on perceived product quality, consumers' purchase intention of Korean skincare in Indonesia with consumer ethnocentrism as a moderating variable

This research aims at investigating the impact of country of origin image on consumer’s purchase intention and perceived brand prestige. with consumer ethnocentrism as the moderating variable. There were 303 Generation Y consumers who have used Korean facial skin care products in Indonesia involved in this research and participated through Google Form distributed via WhatsApp chat. Data were analyzed quantitatively using PLS-SEM. Results indicated that there was a positive impact of country of origin image on perceived brand prestige, perceived product quality and consumers’ purchase intention. In addition, perceived product quality had significant effect on purchase intention, meanwhile perceived brand prestige had no significant effect on purchase intention, meaning that perceived brand prestige will increase when there is an improvement on the country of origin image.