The influence of Hallyu, packaging and subjective norms towards buying intention on culture adaptation in Etude House

DOI

10.2991/insyma-18.2018.34How to use a DOI?

Keywords

Hallyu, subjective norms, buying intention, culture adaptation

Abstract

The growth of cosmetic's industries became rapid especially in Indonesia with the presence of local brands cosmetics and imported brands cosmetics. One of the competitors is Etude House, imported brand cosmetic from South Korea, which is now demanded by men and women especially the young people. Hence, researcher interested to have the research on The Influence of Hallyu, Packaging and Subjective Norms towards Buying Intention on Culture Adaptation in Etude House. This study used the non-probability sampling with purposive sampling, 200 respondents were taken part, and the data was tested by using structural equation modeling with AMOS2.2. The result of the findings showed that Hallyu had no positive influence on buying intention but had a positive influence on culture adaptation, packaging had a positive influence on buying intention, subjective norm had a positive influence on buying intention and culture adaptation, but buying intention had no positive influence on culture adaptation.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuco Aldelina
AU  - Jony Oktavian Haryanto
PY  - 2018/03
DA  - 2018/03
TI  - The influence of Hallyu, packaging and subjective norms towards buying intention on culture adaptation in Etude House
BT  - Proceedings of the 15th International Symposium on Management (INSYMA 2018)
PB  - Atlantis Press
SP  - 136
EP  - 140
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-18.2018.34
DO  - 10.2991/insyma-18.2018.34
ID  - Aldelina2018/03
ER  -