ANALYZING FACTORS THAT AFFECT INDONESIAN CONSUMER BUYING BEHAVIOUR TOWARDS KOREAN COSMETICS AND K-BEAUTY PRODUCTS
Recently, the popularity of Korean cosmetics in Southeast Asia has rapidly grown and gained popularity due to the spread of Korean pop culture globally, usually known as Hallyu/Korean Wave. This resulted in a market boom for Korean beauty products in Indonesia which lead to higher competition in...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/60961 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Recently, the popularity of Korean cosmetics in Southeast Asia has rapidly grown and
gained popularity due to the spread of Korean pop culture globally, usually known as
Hallyu/Korean Wave. This resulted in a market boom for Korean beauty products in Indonesia
which lead to higher competition in the market. Therefore, understanding the factors that
influence consumer behaviour in buying Korean cosmetics and K-beauty products in Indonesia
and knowing the main driving factors for Indonesian consumers to purchase these products that
are currently trending in Indonesia is imperative for a company competing in this sector. The
purpose of this paper is to understand the consumer market and business landscape of Korean
cosmetics and K-beauty products in Indonesia as well as identify the main driving factors of
Indonesian consumer behaviour in buying Korean cosmetics and K-beauty products. This study
found that the two most influential factors behind Indonesian consumer behaviour in buying
Korean cosmetics and K-beauty products are social-reference group and cultural-religion.
These findings are important for companies to further understand Indonesia’s consumer market
and Indonesian consumer buying behaviour towards Korean cosmetics and K-beauty products
in order to set a more precise strategy of marketing. |
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