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All Journal Jurnal Riset Manajemen
Tita Rosalia
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Decision Sciences, Operations Research & Management

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Product Country Image Skincare Korea di Indonesia: Sebuah Tinjauan Literatur Meylia Adillah; Vidiyana Anggrayni; Tita Rosalia; Mohamad Zein Saleh
JURNAL RISET MANAJEMEN (JURMA) Vol 3 No 4 (2025): JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v3i4.3653

Abstract

This study examines the role of South Korea’s Product Country Image (PCI) in influencing Indonesian consumers’ interest and purchasing decisions toward Korean skincare through a literature review. The findings show that Korea’s PCI acts as a quality signal, leading consumers to perceive Korean skincare as safe, innovative, and effective. These perceptions enhance perceived quality, positive attitudes, and purchase intention. Supporting factors such as the Korean Wave, brand ambassadors, brand image, and electronic word of mouth further strengthen consumer confidence. However, some studies note that brand prestige and ethnocentrism do not always produce significant effects. Overall, Korea’s PCI plays a key role in shaping Indonesian consumer preferences for Korean skincare.
Co-Authors Meylia Adillah Mohamad Zein Saleh Vidiyana Anggrayni