ABSTRACT
The current globalisation with economic activities involving the countries in the world have resulted in products that circulate in a country to be very diverse. This causes consumers to get advantages for choosing products that suit their needs
Consumers consider the brand and manufacturing location (country of origin) foreign products before they make a purchase. Consumers assume brands are of high quality and is safe for consumption is the reputation of the brand. Brand reputation aims to make quality goods traded became an important value in the consumers sight. Indonesia is a promising market for foreign products including cosmetics, one of which is cosmetic products from South Korea.
This research aimed to know the influence of country of origin and brand reputation on customer perceived value of cosmetic products from South Korea. To obtain the necessary data, the authors took a sample of 100 respondents with judgement sampling technique. Analysis tools used are simple linear regression and multiple linear regression.
The results showed that the country of origin has a significant influence on the brand reputation of cosmetic products from South Korea. While the country of origin and brand reputation has no significant influence on customer perceived value of cosmetic products from South Korea.
