ANALYZING FACTORS THAT AFFECT INDONESIAN CONSUMER BUYING BEHAVIOUR TOWARDS KOREAN COSMETICS AND K-BEAUTY PRODUCTS

• Main Author: Tiurlan Shantika, Grace
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60961
• Institution: Institut Teknologi Bandung

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.