Factors Influencing Purchase Intention of South Korean Cosmetics and Skincare

Ekklesia Ekklesia, Erilia Kesumahati

Abstract


This study intends to analyze factors that can influence South Korean cosmetics and skincare purchase intention. This research uses a quantitative research design. A total of 301 samples were collected using the purposive sampling method. The data is processed using IBM SPSS Statistics version 26.0 software and Smart PLS version 3.0. The results obtained from this study are that E-WOM, brand awareness, and brand image have a significant positive effect on purchase intention. Brand ambassador and sender's expertise have no significant effect on purchase intention. E-WOM and brand awareness have a significant positive effect on brand image. E-WOM and brand awareness mediated by brand image has a significant positive effect on purchase intention.


Full Text:

PDF

References


Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). Management Science Letters. Management Science Letters, 9, 505–518. https://doi.org/10.5267/j.msl.2019.1.011

Arshad, R. M., & Victor, S. (2020). An Empirical Study on the Relationship of Brand Equity to Purchase Intention: A Study of Branded Shoes in the Kingdom of Bahrain. IKSP Journal of Business and Economics, 1(1), 38–51. https://iksp.org/journals/index.php/ijbe/article/view/29

Bilgin, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Christiarin, R., & Rahmadilla, A. (2021). Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention Skincare Korea Mahasiswa Kota Batam. Journal of Global Business and Management Review, 03(02), 44–50. https://doi.org/10.37253/jgbmr .v3i2.6274

Compas.co.id. (2021). 10 Brand Skincare Lokal Terlaris di online Marketplace. Https://Compas.Co.Id. https://compas.co.id/article/brand-skincare-lokal-terlaris/

Cuong, P. H. (2021). Impact of Social Media Marketing and E-WOM on Purchase Intention of Consumer Goods Buyers. Textile Network, 7, 703–713. https://doi.org/https://doi.org/10.24115/S2446-622020217Extra-C1146p.703-713

Dyanthi, A. P., & Seminari, N. K. (2021). The Effect of Word of Mouth on Purchase Intention Mediated By Brand Image for Tropicana Slim Sweetener in Denpasar City. International Journal of Education and Social Science Research, 04(02), 313–324. https://doi.org/10.37500/ijessr.2021.4225

Ghozali, I., & Latan, H. (2016). Partial Least Squares: Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.0 Edisi 2 (2nd ed.). Badan Penerbit Universitas Diponegoro: Semarang.

Gürcü, M., & Korkmaz, S. (2018). The Importance of Word of Mouth Communication on Healthcare Marketing and Its Influence on Consumers’ Intention To Use Healthcare. International Journal of Health Management and Tourism, 3(1), 1–22. https://doi.org/10.31201/ijhmt.364494

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition (2 ed.). Thousand Oaks: Sage.

Heskiano, Yanuar, T., & Hilmy, M. R. (2020). Social Media Marketing Relations, Brand Awareness to Brand Loyalty Through The Brand Image. Journal of Multidisciplinary Academic, 4(4), 208–214.

Imani, A. N., & Martini, N. (2021). Brand Ambassador for Purchasing Decision Mediheal Sheet Mask User’s in Karawang. Aptisi Transactions on Management (ATM), 5(2), 121–127. https://doi.org/10.33050/atm.v5i2.1490

Imbayani, I. G. A., & Gama, A. W. S. (2018). The Influence of Electronic Word of Mouth (E-Wom), Brand Image, Product Knowledge on Purchase Intention. Jurnal Ekonomi Dan Bisnis Jagaditha, 5(2), 145–153. https://doi.org/http:// dx.doi.org/10.22225/jj.5.2.813.145-153

Karya, D. F., Anshori, M. Y., Azizah, S. R., & Herlambang, T. (2021). The Investigation of Purchase Intention in Using Skincare Product Aloe Vera 92% Shooting Gel Nature Republic in Surabaya City. Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020), 175, 255–260. https://doi.org/10.2991/aebmr.k.210510.041

Kesumahati, E., & Jurnali, T. (2020). Analysis of Factors Influencing Customer Satisfaction and Purchase Intention at Pharmacy in Batam City. 151(Icmae), 216–220. https://doi.org/10.2991/aebmr.k.200915.050

Kesumahati, E., & Raymond. (2021). Analisis Pengaruh Brand Equıty, E-Wom, Dan Brand Image Darı Socıal Medıa Terhadap Purchase Intentıon Restoran Fast Food Dı Kota Batam. In Conference on Business, Social … (pp. 297–308). https://journal.uib.ac.id/index.php/conescintech/article/view/5851%0Ahttps://journal.uib.ac.id/index.php/conescintech/article/download/5851/1793

Koliby, I. S. Al, & Rahman, D. M. A. (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia. VFAST Transactions on Education and Social Sciences, 6(1), 7–19. https://doi.org/10.21015/vtess.v15i1.478

Kompas.com. (2021). Mengapa Kosmetik Korea laku di Indonesia? Https://Lifestyle.Kompas.Com. https://lifestyle.kompas.com/read/2021/08/23/145025220/mengapa-kosmetik-korea-laku-di-indonesia?

Ledikwe, A. (2020). Determinants of brand loyalty in the apparel industry: A developing country perspective. Cogent Business and Management, 7(1), 1–18. https://doi.org/10.1080/23311975.2020.1787736

LY, N. T. H., & Le-Hoang, P. V. (2020). Factors Influence Intention To Buy Smartphone: The Role of E-Wom. International Journal of Management (IJM), 11(7), 953–961. https://doi.org/10.34218/IJM.11.7.2020.083

Mediaindonesia.com. (2021). Semakin Banyak Kosmetik Korea Hadir di Indonesia, Kini Face Republic. Www.Mediaindonesia.Com.

Mudzakkir, M. F., & Nurfarida, I. N. (2015). The Influence of Brand Awareness on Brand Trust Through Brand Image. Proceeding International Conference on Accounting, Business & Economics, 609–615. https://doi.org/10.2139/ssrn.2670597

Nisa, C., & Pramesti, D. A. (2020). How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? 436, 365–367. https://doi.org/10.2991/assehr.k.200529.075

Nurjannah, A., & Surianto, M. A. (2022). The Influence of Tiktok, Brand Ambassador, and Brand Awareness on Shopee’s Purchase Interest. Interdisciplinary Social Studies, 1(6), 642–658. https://doi.org/https://doi.org/10.55324/iss.v1i6.143

Nurunnisha, G. A., Roespinoedji, R., & Roespinoedji, D. (2021). Female Students Perceptions on The Effect of Country of Origin , Brand Ambassador on Purchase Intentions : A Study on The Geographical Origin of Tokopedia E- Commerce Company , Indonesia. Review of International Geographical Education, 11(1), 573–582. https://doi.org/10.48047/rigeo.11.1.41

Nusraningrum, D., & Gading, D. K. (2021). Purchase Intention of Pregnancy Pillow: Price , Brand Awareness, and Brand Image. Psychology and Education, 58(2), 4536–4550. https://doi.org/10.17762/pae.v58i2.2843

Putra, T. R. I., Ridwan, & Kalvin, M. (2020). How Electronic Word of Mount (E-Wom) Affects Purchase Intention with Brand Image As A Mediation Variable: Case of Xiaomi Smartphone in Student. Journal of Physics: Conference Series, 1500(1), 1–7. https://doi.org/10.1088/1742-6596/1500/1/012094

Rahman, M. A., Abir, T., Yazdani, D. M. N.-A., Hamid, A. B. A., & Mamun, A. Al. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, XII(III), 4935–4946. https://doi.org/10.37896/jxat12.03/452

Tajuddin, U. N. R. A., Hassan, L. F. A., Othman, A. K., & Razak, N. A. (2020). Electronic Word-of-Mouth (E-WOM), Brand Image and Consumer Purchase Intention on Healthcare Products. Journal of Accounting Research, Organization and Economics, 3(1), 73–83. https://doi.org/10.24815/jaroe.v3i1.16823

Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and Brand Awareness Impact on Consumer Purchase Intention: Mediating Role of Brand Image. Pakistan Administrative Review, 1(1), 84–102. https://nbn-resolving.org/ urn:nbn:de:0168-ssoar-51876-8

Tempo.co. (2020). Negara-Negara yang Menggunakan K-Beauty. Https://Data.Tempo.Co. https://data.tempo.co/data/764/negara-negara-yang-menggunakan-k-beauty

Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image , Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “ This Is April .” 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701

Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention : A Survey of Indonesian Celebrity Cake. 05001, 1–9. https://doi.org/https://doi.org/10.1051/e3sconf/202014205001

ZAP. (2019). ZAP Beauty Index 2019. Https://Zapclinic.Com.

ZAP. (2020). ZAP Beauty Index 2020. Https://Zapclinic.Com.

Zulkiffli, W. F. W., Hong, L. M., Ramlee, S. I. F., Mat Yunoh, M. N., & Aziz, R. C. (2017). The Effectiveness of Electronic Word-Of-Mouth (Ewom) on Consumer Purchase Intention Among Generation-Y. International Journal of Accountingg, Finance and Business (IJAFB), 2(6), 18–26.




DOI: https://doi.org/10.52643/jam.v13i1.2635

Refbacks

  • There are currently no refbacks.


Flag Counter

  

StatCounter

View My Stats

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.