From Korea to Consumer Choice: How Country-of-Origin Image Shapes Purchase Intention through Perceived Quality among COSRX Consumers in Medan, Indonesia
Keywords:
country-of-origin image, perceived quality, purchase intention, COSRX, Korean cosmeticsAbstract
The objective of this study is to evaluate the influence of Country-of-Origin image toward Purchase Intention mediated by Perceived Quality among COSRX consumers in Medan City, Indonesia. Country of Origin Image is an external stimulus, Perceived Quality is the internal appraisal of consumers and Purchase Intention is their behavioral response according to Stimulus-Organism-Response (S-O-R) model. This research uses a quantitative explanatory approach with purposive sampling for consumers who are familiar with COSRX skincare products. The application of Partial Least Squares Structural Equation Modeling (PLS-SEM) is illustrated using a simulated dataset. The results suggest that Country-of-Origin Image positively increases Perceived Quality and Purchase Intention. Furthermore, Perceived Quality positively influences Purchase Intention and acts as a complementary partial mediator of the link between Country-of-Origin Image and Purchase Intention. The results indicate that the positive view of South Korea as the place of origin directly and indirectly influences consumers’ purchasing intentions by improving their evaluations of COSRX product quality. In theory, this research extends the applicability of the S-O-R framework in international marketing by demonstrating the mediating role of Perceived Quality in the relationship between Country-of-Origin Image and Purchase Intention. Managerial implications The results suggest that the positive linkages of COO with credible product quality qualities should be incorporated to increase consumers’ confidence and purchase inclinations in the worldwide skincare marketplaces.
References
Aisya, S., Nurdin, N., & Pabontong, N. I. S. (2024). The Effect Of Halal Labels and Online review on Halal Cosmetic Purchasing Decision. Proceeding of International Conference on Islamic and Interdisciplinary Studies (ICIIS), 2022, 40–45.
Amin, M. R., Dewi, I. R., Wathani, M. Z., Anggraini, R., Nasib, Sulistyo, A., Salqaura, S. A., & Ulum, A. S. (2026). Manajemen Pemasaran Bisnis Jasa. PT Penamuda Media.
Ardisa, C., Rohman, F., & Puspaningrum, A. (2022). Country Of Origin And Perceived Quality In Mediating The Influence Of Consumer Ethnocentrism On Purchase Intention. Journal of Applied Management (JAM), 20(3), 563–577. https://doi.org/http://dx.doi.org/ 10.21776/ub.jam.2022.020. 03.09
Bulibuli, A., Maitiniyazi, S., & Karimov, N. (2022). The Effects of China ’ s Country-of-Origin Image on Uzbekistani Consumers ’ Food Purchase Intentions. Sustainability, 14, 1–12. https://doi.org/https://doi.org/ 10.3390/su141912406
Chiang, C., Kuo, J., & Liu, J. (2022). Cueing quality: Unpacking country-of-origin effects on intentions to vaccinate against COVID-19 in Taiwan. Social Science & Medicine, 314(October), 115403. https://doi.org/10.1016/j.socscimed.2022.115403
Ciu, E., & Anna, C. (2024). The Role of Consumer Ethnocentrism , Perceived Quality , Perceived Price , and Perceived Brand Image on Willingness to Buy Erigo Clothing. Klabat Journal of Management, 5(1), 49–71. https://doi.org/https://doi.org/10.60090/kjm.v4i2
Dhianita, S., & Rufaidah, P. (2024). The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust. Jurnal Manajemen Bisnis, 11(2), 1111–1123.
Effendi, I., Lubis, A., & Nasib. (2023). Behavior of university students cannot buy smartphones. JPPI (Jurnal Penelitian Pendidikan Indonesia), 9(1), 188–194. https://doi.org/https://doi.org/10.29210/ 020221857
Eryc, Nasib, Fahrurrozi, M., Ikhsan, R. Z., & Parker, J. (2026). Strategic Business Forecasting and Market Trends Analysis Using Machine Learning Techniques. Journal of Computer Science and Technology Application (CORISINTA), 3(1), 11–20.
Firayant, T., & Nuvriasari, A. (2025). The Influence of Green Marketing Mix , Brand Image , and Buying Motivation on Buying Interest in Cosmetics Products. Journal of Business Management and Accounting, 9(2), 378–388.
Harianto, A., Chandra, K., Hirzi, M. F., Arahman, H., Rivai, A., Budiman, I., Wijaya, E., Susanto, A., Razaq, M. R., & Nasib. (2024). Socialization and Creation of Entrepreneurial Products for Class XII Tritech Informatics Accounting Vocational School Medan. GANDRUNG: Jurnal Pengabdian Kepada Masyarakat, 5(2), 1780–1790. https://doi.org/10.36526/gandrung.v5i2.4090
Hou, A., Djohan, D., & Hastuty, W. (2024). The Influence of Business Networks and Perception of Product Quality on the Competitive Advantage of SME Products in Langkat. Journal of Finance Integration and Business Independence, 1(1), 1–8. https://doi.org/https://doi.org/10.64276/jofibi.v1i1.7
Indri, Ninglasari, S. Y., & Iswati, S. (2024). How social media influencers form Muslim consumers’ halal cosmetics purchase intention: religiosity concern. Journal of Islamic Marketing, 1–18. https://doi.org/10.1108/JIMA-02-2024-0085
Juliana, J., Azzahra, A. N., Rosida, R., Alamsyah, I. F., & Saripudin, U. (2022). Halal Cosmetics In The Eyes Of Millennial Muslims: Factor Analysis Of Halal Labels And Celebrity Endorsers. JEBIS: Jurnal Ekonomi Dan Bisnis Islam, 8(2), 318–333. https://doi.org/10.20473/jebis.v8i2.40598
Junaidi, Lubis, Z., Effendi, I., Fadli, A., Nasib, Aulia, M. R., & Siregar, M. P. A. (2022). The Effect of Product Quality Perceptions on Purchasing Decision of TSP 36 Fertilizer: Consumer Knowledge and Reference Group as Mediating Variable. International Journal of Chemical and Biochemical Sciences, 22(December 2022), 119–126.
Karagiannis, D., Hatzithomas, L., Fotiadis, T., & Gasteratos, A. (2022). The Impact of Brand Awareness and Country of Origin in the Advertising Effectiveness of Greek Food Products in the United Kingdom : The Case of Greek Yogurt. Foods, 11, 1–19. https://doi.org/https:// doi.org/10.3390/foods11244019
Khairumi, D., Amelia, R., Martin, Siboro, L. B., & Bhastary, M. D. (2025). Strengthening Sales Through Brand Image and Product Quality : An Empirical Study at UD . UMEGA Roti Kacang. Journal of Business Integration and Competitive, 1(2), 55–69.
Khasanah, A. U., & Hidayat, A. (2023). The Influence of Beauty Influencers in Recommending Halal Cosmetics: Examining Their Impact on Engagement, Expected Value, and Purchase Intention. Journal of Economics, Management and Trade, 29(10), 40–49. https://doi.org/10.9734/jemt/2023/v29i101140
Kim, L., Maijan, P., Jindabot, T., & Fern, S. (2024). Social Sciences & Humanities Open How country of origin , perceived quality , and trust influence intention to purchase sars covid medications. Social Sciences & Humanities Open, 10(August), 101116. https://doi.org/10.1016/j.ssaho.2024.101116
Li, X., & Setiowati, R. (2023). The Influence of Country of Origin, Brand Awareness, Perceived Risk and Brand Image on Purchase Intention on China Wuling Air Electric Vehicles. Scientific Research Publishing, 13(05), 618–635. https://doi.org/10.4236/ojapps.2023.135049
Londong, A. S., Province, S. S., Loda, M. N., Province, S. S., Halik, J. B., Province, S. S., Jaya, A., Province, S. S., Paridi, A., & Province, S. S. (2024). Moderation of open innovation on the impact of influencer marketing on decisions to purchase Hanasui cosmetic products at Tiktok Shop Moderação da inovação aberta sobre o impacto do marketing de influenciadores nas decisões de compra de produtos cosmético. Brazilian Journal of Development, 1(1), 621–643. https://doi.org/10.34117/bjdv10n1-038
Martins, J. M., Moguluwa, S. C., Lucas, J. L., Mata, M. N., & Iloka, C. B. (2023). Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets ? PLoS ONE, Agust(29), 1–20. https://doi.org/10.1371/journal.pone.0285438
Munandar, D., Ananda, F. R., Syaifuddin, Lubis, Y., & Nasib. (2022). The Role of Student Trust in Mediating Service Quality and Student Reputation Against E-WOM. Journal of Educational Science and Technology (EST), 8(2), 95–104. https://doi.org/https://doi.org/10.26858/est.v8i2.36669
Nasib, Salqaura, S. A., Azman, N. S., & Fathoni, M. (2026). Perilaku Konsumen Digital. PT. Pena Persada Kerta Utama. https://penapersada.id/buku/detail_buku.php?id=4124
Nguyen, H., & Duong, Q. (2024). Analyzing the Influencers affecting Gen Z Customer ’ Purchasing Behaviour on e-Commerce and Cosmetics in Vietnam. Journal of Advanced Research in Business and Management Studies, 1(1), 26–43.
Ningsih, N. I. L. K. N. C. H. A. W. (2020). Online Shopping the Satisfaction through Perceived Quality and It ’ s Impact On Customer Loyalty. International Journal of Business and Management Invention (IJBMI), 9(3), 56–61.
Nofriza, S. T. H. S. N. B. (2022). The Effect of Market Orientation and Product Innovation on Performance-Mediated Competitive Advantage Marketing ( Case Study of MSME Boutiq Women in Medan Market Center ). International Journal of Applied Finance and Business Studies, 10(1), 23–30.
Oduro, S., Nisco, A. De, & Petruzzellis, L. (2026). Country-of-origin image and consumer brand evaluation : a meta-analytic review. Journal of Product & Brand Management, 1(September), 108–124. https://doi.org/10.1108/JPBM-01-2023-4328
Onozaka, Y., Honkanen, P., & Altintzoglou, T. (2023). Sustainability , perceived quality and country of origin of farmed salmon : Impact on consumer choices in the USA , France and Japan. Food Policy, 117(April), 102452. https://doi.org/10.1016/j.foodpol.2023.102452
Pandey, N., Vaishnava, A., & Gupta, P. (2024). Navigating the green beauty boom : Unveiling the influence of social media on consumer behavior in the organic cosmetics industry. European Journal of Sustainable Development Research, 8(4), 1–17.
Pebriani, A., Amelia, R., Ayuni, T. W., Linda, T., & Rivai, A. (2025). Examining the Appeal of Quality Service : A Study on the Impact of Product Quality on Purchase Decisions at Hani Salon. Journal of Business Integration and Competitive, 1(2), 31–41.
Pujiatuti, H., Afendi, A., Junusi, R. El, & Mahardianto, A. (2022). Consumers and Halal Cosmetic Products : Halal Label , Life Style and Word of Mouth Communication. Journal of Digital Marketing and Halal Industry, 1(1), 67–76.
Rambe, A. N. (2023). Marketing Mix Analysis Of Interest In Buying Products Wardah Cosmetics At Wardah Outlet Suzuya Mall Rantauprapat. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(3), 3402–3414.
Rokis, A. R., Sagala, M. S., Fadli, A., & Halim, F. (2026). The Impact of Digital Marketing Strategies on Sales Growth at Localunion Distro. Applied Multidisciplinary Science, 1(4), 52–61. https://doi.org/10.64276/ams.v1i4.103
Salqaura, S. A., & Nasib. (2026). AI- Driven Predictive Analytics in Neuromarketing: Unveiling Consumer Minds for Strategic Marketing Insights. IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-5997-7.ch002
Salqaura, S. A., & Salqaura, S. S. (2026). Gamification as a Digital Marketing Strategy : Impact on Customer Value , Purchase Decision , and Repurchase Intention. International Journal of Accounting and Finance in Asia Pacific (IJAFAP), 9(2), 449–469. https://doi.org/https://doi.org/10.32535/ijafap.v9i2.4403
Sari, N., Hou, A., Pranata, R. P., & Fadli, A. (2023). Influence On Product Quality Buying Decisions Through Brand Images At PT. Assa Belawan. Proceeding International Conference Gebyar Hari Keputeraan Prof. H. Kadirun Yahya 105 in 2022, 385–395.
Sim, B. A., & Leng, H. K. (2024). Country-of-Origin Effect in the Marketing of Sports Shoes among University Students. Athens Journal of Sports, 11(2), 105–118. https://doi.org/https://doi.org/10.30958/ajspo.11-2-3
Soeroto, W. M. A. S., Widiastuti, T., Mardhiyah, D., Mawardi, I., Ningsih, S. R. I., & Al, M. U. (2023). Sustainable Purchasing Decisions For Halal Cosmetics In Indonesia. Journal of Sustainability Science and Management, 18(11), 68–86.
Thamrin, Satrianny, I. P., Nasib, Amelia, R., & Julitawaty, W. (2025). The Perceived Risk in Augmented Reality on Students ’ Online Purchase Decisions. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2485–2496. https://doi.org/10.37641/jimkes.v13i4.3421
Wijaya, A., Purba, P. Y., Andre, & Nasib. (2026). The Role Of Customer Reviews, Influencer Marketing, And Live Streaming Features In Influencing Purchase Decisions On The Shopee Platform In Medan. International Journal of Accounting, Management, Economics and Social Sciences, 4(2), 850–867. https://doi.org/https://doi.org/10.61990/ijamesc.v4i2.771
