Pengaruh Nilai Sosial, Citra Negara, dan Gaya Hidup Pada Kosmetik Korea Selatan

This research was conducted on consumers of facial care cosmetic products from South Korea. This study aims to explain the effect of social values, national image, and lifestyle together or in part on purchasing decisions. In this study, the data collection method used a questionnaire with purposive sampling technique in which respondents had bought and used facial care cosmetic products from South Korea and obtained as many as 153 respondents. This study uses multiple linear regression analysis with IBM SPSS Statistics version 26 program. The results show that: (1) social value variable has a positive and significant effect on purchasing decisions, (2) country image variable has a positive and significant effect on purchasing decisions, (3) lifestyle variable has a positive and significant effect on purchasing decisions.