ANALISIS FAKTOR – FAKTOR KEPUTUSAN KONSUMEN PEREMPUAN MEMBELI PRODUK KOSMETIK KOREA

Andina, Birgitta Marcelia (2019) ANALISIS FAKTOR – FAKTOR KEPUTUSAN KONSUMEN PEREMPUAN MEMBELI PRODUK KOSMETIK KOREA. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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Abstract

The culture and lifestyle of the Indonesian people cannot be separated from the influence of foreign cultures and lifestyles. The success of foreign culture globalization in Indonesia participated in bringing foreign product brands into the spotlight of the Indonesian people. South Korea is one of the countries that influence the lifestyle of Indonesian people today, especially Indonesian women. South Korean products that can become a trend among Indonesian women are cosmetic products. South Korean cosmetics are the most foreign cosmetic products that enter the Indonesian market according to the Chairperson of the Association of Companies and Cosmetics Associations Indonesia. This study looks at what factors are driving Indonesian female consumers to buy cosmetic products from South Korea. The results of this study are aimed at Indonesian cosmetic manufacturers as additional marketing information in competing with foreign cosmetics entering Indonesia. Research from Nielsen.com, translated by Katadata.co.id, explains that Indonesian consumers prefer and like global cosmetic brands compared to local cosmetic brands. Based on this study results of South Korean cosmetics consumer research, it can be seen the factors that influence consumers to buy South Korean cosmetics and show the dominant factors driving the purchase of South Korean cosmetic products. Keywords: marketing strategies, purchasing decisions, trends, cosmetics of South Korea

Item Type: Thesis (Other)
Subjects: 100 Philosophy and Psychology > 150 Psychology > 158 Applied psychology > Decision Making
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Mr Lucius Oentoeng
Date Deposited: 28 Jun 2019 07:55
Last Modified: 28 Jun 2019 07:55
URI: http://repository.unika.ac.id/id/eprint/19226

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