消费者对韩国化妆品购买行为的决定因素:来自印度尼西亚的证据

IF 1.2 Q4 BUSINESS
W. Widayat, N. Azis, Herlinda Maya Kumala Sari, W. Warsono, I. Masudin
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引用次数: 0

摘要

韩国化妆品已经成为印尼市场的宠儿。因此,有必要了解印尼消费者购买韩国美容产品的原因。本研究旨在检验韩国制造的化妆品购买行为决定因素的结构模型,采用定量设计。数据是通过问卷调查收集的,随机抽取了250名受访者(n = 250),他们是韩国制造化妆品的社交媒体粉丝。然后使用Smart-PLS 4.0软件使用偏最小二乘法分析收集的数据。结果表明,消费者态度对消费者行为有显著影响。此外,研究结果表明,积极的态度可以建立消费者行为(使消费者自豪和崇拜特定的产品)。此外,原产地和产品质量的正面形象可以影响消费者的态度。管理实践可以通过使用品牌大使和产品来源地丰富的文化来改变个人对产品的看法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Determinants of consumer purchasing behavior toward Korean cosmetic products: Evidence from Indonesia
Korean 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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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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