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Sartika Sari Hasibuan
Business Management, Universitas Prasetiya Mulya, Jl. R.A. Kartini, Cilandak Barat, Kec. Cilandak, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12430, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Effects of Korean Celebrities on Millennial & Gen Z Purchase Intention In Indonesia’s Beauty Industry Adam Jordy; Mega A. Yulianti; Nadya Chloe; Reynaldi Romy; Sartika Sari Hasibuan
Indonesian Business Review Vol 6 No 2 (2023): Indonesian Business Review
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/ibr.6.2.115-124

Abstract

This research aims to find the effect of using Korean celebrities towards purchase intention using several criteria in Indonesia’s beauty industry. The data were collected by distributing online surveys to the public with age criteria of Gen-Z and Millenials in Indonesia who like or adore Korean celebrities. Thus, Convenience sampling method was applied. Questionnaires acquired and recorded using a five point comparative scale. Exploratory factor and multiple regression analysis were used in analyzing criteria on customers’ purchase intention. Three aspects affecting purchase intention were identified, namely, connectedness towards celebrities, attitude towards celebrities, and celebrities cause-fit. Results from regression analysis proved that the connectedness and celebrities cause-fit have significant positive effects on customers’ purchase intention. Results from this research intended to help marketers when planning on using Korean celebrities as their brand ambassador. Marketers can acquire meaningful perception of factors that have significant impact in influencing customers’ purchase intention.
Co-Authors Adam Jordy Mega A. Yulianti Nadya Chloe Reynaldi Romy