Journal of Entrepreneurship, Management and Industry (JEMI)
Vol 5, No 3 (2022): Juli - September 2022

The Influence of the Korean Wave Phenomenon on Male Customer Purchase Decisions for Korean Skincare Products in Indonesia




Article Info

Publish Date
05 Oct 2022

Abstract

This study aims to experimentally analyze how the Korean wave affects male customers' decisions to buy Korean skincare products. The hypotheses, investigations of the Korean wave, and four variables—the Korean wave, brand trust, celebrity worship, and consumer purchasing decision—were all identified by a thorough literature review. Data are gathered through a nationwide, male-focused online survey distributed throughout Indonesia. Factor analysis and multiple regression analysis are carried out to determine how the Korean wave is related to consumer buying decisions. The findings show that the Korean wave has a considerable impact on brand trust and celebrity worship and these two variables have a positive significant impact on purchasing decisions. Although not statistically significant, the Korean wave was shown to have a positive influence on buying decisions. The study finishes with the research's practical implications.

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Journal Info

Abbrev

JEMI

Publisher

Subject

Economics, Econometrics & Finance

Description

Journal of Entrepreneurship, Management and Industry (JEMI) merupakan jurnal ilmiah yang menyajikan artikel orisinal dari Multi dan lintas disiplin dalam bidang dunia usaha, bisnis, entrepreneurship, dan industri dengan format Bauran (mix) Artikel : Hasil Riset (full reaserch), mini riset, novelty, ...