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All Journal Diponegoro Journal of Economics
Andriani, Nur Fitri
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Economics, Econometrics & Finance

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ANALISIS PREFERENSI KONSUMEN TERHADAP PENGGUNAAN PRODUK SKINCARE KOREA SELATAN DAN LOKAL Andriani, Nur Fitri; Setiawan, Achma Hendra
Diponegoro Journal of Economics Vol 9, No 4 (2020)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/djoe.29050

Abstract

This study discusses the effect of consumer preferences on the use of products skincare South Korean and local. The purpose of this study was to analyze the differences between consumer preference variables and product attributes skincare. In addition, it is also to analyze consumer choices between products skincare South Korean or local and respondents' considerations in choosing products skincare.This study was conducted on 100 respondents aged 15 to 54 years. The data analysis used was the Chi Square test and descriptive statistics. The results showed that 74 respondents chose products skincare local and 26 respondents usedproducts skincare South Korean. Chi Square test analysis shows that there are differences between  brand  attributes,  benefits,  packaging,  price and  brand  ambassadors  on consumer preferences, and main ingredient attributes that have no difference with consumer preferences. A total of 74 respondents chose products skincare local and26 respondents used products skincare South Korean.
Co-Authors Achma Hendra Setiawan