Determinant Factors in Purchasing Korean Skin Care Products

Abstract

The demand and business opportunities in the skin and facial beauty sector have increased in the last 10 yr. The beauty and personal care industry in Indonesia grows on average of 12 %, with a market value of 33 × 109. This research emphasizes the presence of the influence of attitude, subjective norm, and perceived behavioral control on the purchase intention of skincare products that are moderated by the country of origin. The data collection is conducted by distributing questionnaires to a total of 130 respondents. Data obtained through a questionnaire are then processed with Smart Partial Least Square (PLS). The results in this study prove that the attitude and perceived behavioral control significantly influence the purchase intention while the Subjective norm does not significantly influence the purchase intention. On the other hand, the country of origin is not able to strengthen the influence between attitude, subjective norm, and perceived behavioral control on the purchase intention of skincare products.

Keywords

• consumer attitude
• country of origin image
• perceived behavioral control
• skincare buying intention
• subjective norm