SHS Web Conf.
Volume 76, 2020The 1st International Conference on Social Sciences and Humanities (ICSH 2019)
|Number of page(s)||12|
|Published online||29 April 2020|
Determinant Factors in Purchasing Korean Skin Care Products
Faculty of Business and Economics, Petra Christian University, Siwalankerto 121–131, Surabaya 60236, Indonesia
2 Faculty of Geography and Earth Sciences, University of Latvia, Riga LV-1050, Latvia
* Corresponding author: email@example.com
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.
Key words: Consumer attitude / country of origin image / perceived behavioral control / skincare buying intention / subjective norm
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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