Determinants of consumer purchasing behavior toward Korean cosmetic products: Evidence from Indonesia

Abstract

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.

Keywords

• brand ambassador
• consumer behavior
• product image
• purchase intention