Hubungan antara Sikap Individu dan Sikap Lingkungan terhadap Budaya Korea pada Keputusan Pembelian : Minat Beli terhadap Produk Merek Kosmet ik Korea sebagai Pemediasi

Setiawan, Hendra (2018) Hubungan antara Sikap Individu dan Sikap Lingkungan terhadap Budaya Korea pada Keputusan Pembelian : Minat Beli terhadap Produk Merek Kosmet ik Korea sebagai Pemediasi. Jurnal thesis, STIE YKPN.

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Abstract

The Halyu trend phenomenon influences Indonesian people to use Korean products. One of the Korean products that is in great demand of Indonesian people is cosmetic. Meanwhile, some brands that are popular in Indonesia such as nature republics, laneige and innisfrees. This study is aimed to determine the impact of the Halyu trend on purchasing decisions on Korean cosmetic brands, due to the increasing of Korean cosmetic products sales lately. To deal with this topic, modified Theory of Planned Behavior (TPB) became the model of this study. This study uses questionnaires as primary data. There were 200 Questionnaires that were distributed online through googleform. All respondents were women who live in Yogyakarta. Data analysis was conducted by using PLS (partial least square) 6.0. Then, the validity and reliability tests were conducted by using factor analysis in SPSS 16. The results showed that individual attitudes towards Korean culture had a positive effect on buying intention in Korean cosmetic brands, environmental attitudes towards Korean culture had a positive effect on buying intention in Korean cosmetic brands, Buying intention of Korean cosmetic brands has a positive effect on consumer buying decision on Korean cosmetics brands. Buying intention in Korean cosmetics brands mediates the positive influence of individual attitudes on Korean culture on consumer buying decision on Korean cosmetics brands. Buying intention Korean cosmetic brands mediates the positive influence of individual attitudes on Korean culture on consumer buying decision on Korean cosmetic brands. It can be concluded that all hypotheses in this study are acceptable and have a positive effect.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number SET h 386/2018
Uncontrolled Keywords: individual attitudes, environmental attitudes, buying interests, purchasing decisions, Korean culture
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 03 Jul 2019 04:30
Last Modified: 03 Jul 2019 04:30
URI: http://repository.stieykpn.ac.id/id/eprint/183

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