Jurnal Administrasi dan Manajemen
Vol 13, No 1 (2023): Jurnal Administrasi dan Manajemen

Factors Influencing Purchase Intention of South Korean Cosmetics and Skincare

Ekklesia Ekklesia (Universitas Internasional Batam)
Erilia Kesumahati (Universitas Internasional Batam)

Article Info

Publish Date
31 Mar 2023

Abstract

This study intends to analyze factors that can influence South Korean cosmetics and skincare purchase intention. This research uses a quantitative research design. A total of 301 samples were collected using the purposive sampling method. The data is processed using IBM SPSS Statistics version 26.0 software and Smart PLS version 3.0. The results obtained from this study are that E-WOM, brand awareness, and brand image have a significant positive effect on purchase intention. Brand ambassador and sender's expertise have no significant effect on purchase intention. E-WOM and brand awareness have a significant positive effect on brand image. E-WOM and brand awareness mediated by brand image has a significant positive effect on purchase intention.

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Journal Info
Jurnal Administrasi dan Manajemen
Website

Abbrev

administrasimanajemen

Publisher

Universitas Respati Indonesia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Administrasi dan Manajemen (JAM) dengan e-ISSN : 2623-1719 dan p-ISSN : 1693-6876 Published by Universitas Respati Indonesia, Jakarta, Administrasi dan Manajemen is published twice every year, in June and ...