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Demam Korea: Minat Beli Terhadap Produk Kecantikan Korea (K-Beauty)

2021; State University of Surabaya; Volume: 9; Issue: 4 Linguagem: Inglês

10.26740/jim.v9n4.p1516-1528

2549-192X

Jenia Hanindita Rahmawati, Muhamad Ahsan,

Impulse Buying and Technology Impacts

This research aims to examine the effect of brand image, celebrity endorser, country of origin and electronic word of mouth on buying interest in Korean beauty products (K-Beauty). The method used is quantitative associative. The sampling technique used is accidental sampling as many as 108 respondents. Data was collected by distributing online questionnaires via google form. The collected data was analyzed using Structural Equation Modeling (SEM) which consists of two stages, namely the measurement model and the structural model with IBM SPSS AMOS software version 20 and index number analysis as descriptive analysis. The results of the analysis show that brand image has a positive and significant effect on buying interest in Korean beauty products (K-Beauty), celebrity endorser has a positive and insignificant effect on buying interest in Korean beauty products (K-Beauty), while country of origin and electronic word of mouth have a negative and insignificant effect on buying interest in Korean beauty products (K-Beauty).