The Investigation of Purchase Intention in Using Skincare Product Aloe Vera 92% Shooting Gel Nature Republic in Surabaya City

This study aims to determine how significant is the influence of Korean Wave, eWom, and Country of Origin variables on Purchase Intention; Through Brand Image as a Mediation Variable (Study on Purchasing Aloe Vera 92% Shooting Products Nature Republic Gel in the City of Surabaya). The research method used in this study is the questionnaire method, that is, by distributing questionnaires based on the research objectives. The number of respondents taken for the research is 265 respondents. Using the non-probability sampling method with a purposive sampling approach, and the method used in analyzing the data in this study is SmartPLS 2.0. Based on the data analysis, the results show that the Korean wave does not have a significant effect on brand image, but it has a significant positive effect on purchase intention. Country of origin has a significant positive effect on brand image and purchase intention. eWom has no significant positive effect on brand image and purchase intention. Brand image has a significant positive effect on purchase intention. While the mediation results show that brand image is able to mediate the country of origin in the purchase intention of Aloe Vera 92% Nature Republic Gel Shooting, but cannot mediate Korean wave and eWom on purchase intention of Aloe Vera 92% Nature Republic Gel.