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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Eduvest - Journal of Universal Studies
Putri, Suci Fresti
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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Influencing Purchase Intention of Korean Cosmetics in Payakumbuh Marlina, Winny; Amalia, Renada; Putri, Suci Fresti
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5079

Abstract

The growing K-beauty trend due to the influence of Hallyu or Korean Wave which represents the spread of South Korean culture globally, including in terms of beauty standards. This phenomenon highlights the concept of South Korean beauty that prioritizes a fresh and natural appearance through the use of makeup. This study aims to see the effect of social media effectiveness, country of origin, brand image, on purchase intentions moderated by halal product knowledge on South Korean cosmetics in Payakumbuh City. A quantitative approach was used in this study, data were analyzed using SEM-PLS with a sample size of 194 people. The results showed that Information Accuracy, Brand Credibility, had a significant positive effect, but information quality and source credibility did not affect the Effectiveness of Social Media Communication, country of origin and brand image variables had a positive and significant relationship direction to purchase intentions. Moderation of halal product knowledge did not moderate the relationship between country of origin and purchase intentions, halal product knowledge increased the relationship between brand image and purchase intentions.
Analysis of Factors Influencing Purchase Intention of Barenbliss Powder Mediated by Consumer Attitudes in Payakumbuh City Putri, Suci Fresti; Marlina, Winny Alna; Ahmad, Faisal Ali
Eduvest - Journal of Universal Studies Vol. 5 No. 10 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i10.52287

Abstract

Barenbliss is a cosmetics brand from South Korea that entered Indonesia in 2021. The study aims to see the effect of the effectiveness of social media communication on purchase intentions at Barenbbliss Powder in Payakumbuh City with consumer attitudes as mediation. This study used a quantitative method, the respondents in the study amounted to 194 samples, then the data was processed and analyzed using the SEM-PLS analysis method with the help of SmartPLS software version 4.0. The results of the study showed that the variables of source credibility and information quality had no effect on the effectiveness of social media communication at Barenbliss Powder in Payakumbuh City.The brand credibility variables, accuracy of information were positively and significantly related to the effectiveness of social media communication at Barenbliss Powder in Payakumbuh City. The variables of social media communication effectiveness have a positive and significant relationship with consumer attitudes on Barenbliss Powder in Payakumbuh City. The variables of consumer attitudes are positive and significant towards purchase intentions in Barenbliss Powder in Payakumbuh City. The variable of full consumer attitude mediated the relationship between the effectiveness of social media communication and purchase intention for Barenbliss Powder in Payakumbuh City.
Co-Authors Ahmad, Faisal Ali Amalia, Renada Marlina, Winny Alna