The Influence of Country of Origin, Brand Image and Product Price on Customer Satisfaction Through Purchasing Decisions for Chinese Skincare Products

This study aims to analyze the influence of Country of Origin (COO), brand image, and price perception on customer satisfaction, with purchase decision as the mediating variable, in the context of Chinese skincare products in the Indonesian market. Products such as Skintific, The Originote, and YOU represent Chinese brands that have successfully penetrated the perceptions of Indonesian consumers who previously tended to be negative towards Chinese-made products. This study uses a quantitative approach with the Partial Least Squares-Structural Equation Modeling (PLS- SEM) method to test causal relationships between variables. Data collection was conducted through an online survey using a structured questionnaire, which successfully obtained 325 valid responses from consumers who fit the research criteria. The results of the analysis show that COO, brand image, and price perception have a significant effect on purchasing decisions, which in turn mediate the indirect effect of these three variables on customer satisfaction. Purchasing decisions are shown to play the role of a partial mediator in this research model. The findings provide important managerial implications for manufacturers and marketers of skincare products, particularly in building effective brand positioning strategies through enhancing perceptions of country of origin, strengthening brand identity, and offering competitive prices. In addition, this study enriches the literature related to consumer behavior and marketing strategies in dynamic emerging markets such as Indonesia