Warsono Warsono
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Determinants of consumer purchasing behavior toward Korean cosmetic products: Evidence from Indonesia
Widayat Widayat , Noor Azis , Herlinda Maya Kumala Sari , Warsono Warsono , Ilyas Masudin doi: http://dx.doi.org/10.21511/im.19(2).2023.11Innovative Marketing Volume 19, 2023 Issue #2 pp. 129-142
Views: 1173 Downloads: 369 TO CITE АНОТАЦІЯKorean cosmetics have become a favorite product in the Indonesian market. Therefore, it is essential to understand what stimulates Indonesian consumers to buy Korean beauty products. This study aims to examine the structural model of the determinants of purchasing behavior for cosmetic products made in Korea, applying a quantitative design. Data were collected using a questionnaire targeting a random sample of respondents (n = 250) who are social media followers of cosmetic products made in Korea. The collected data were then analyzed using a partial least square approach using Smart-PLS 4.0 software. The results indicate that consumer attitude significantly influences consumer behavior. Moreover, the findings imply that a positive attitude can build consumer behavior (make consumers proud and idolize a particular product). Furthermore, the positive image of the place of origin and the quality of the product can influence consumer attitude. Management practice can alter how individuals view a product by using brand ambassadors and the rich culture of the place the product comes from.
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