Pengaruh Etnosentrisme dan Partisipasi Pelanggan terhadap Intensi Membeli Produk Skincare Korea

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Published Aug 7, 2025
DOI https://doi.org/10.21632/kbi.7.2.145-151

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Celyn Alicia
Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339
Phoebe Phoebe
Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339
A.J. Ibnu Wibowo
Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339
Alavi Ali
Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339

Abstract

This research aims to investigate the influence of ethnocentrism and consumer participation on the purchase intention towards Korean skincare brands in Indonesia. This study also explores the mediating role of product image in influencing purchase intention. Thus, the research seeks to explore the relationships between variables that have often been studied separately. The research method involves analyzing survey data from 300 respondents, with data collection conducted through Google Forms. To analyze the respondents' data, this study uses SPSS and SEM AMOS software. The results show that three hypotheses are accepted: the relationship between product image and consumer participation, the relationship between product image and purchase intention, and the relationship between consumer participation and purchase intention.

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How to Cite
ALICIA, Celyn et al. Pengaruh Etnosentrisme dan Partisipasi Pelanggan terhadap Intensi Membeli Produk Skincare Korea. Kajian Branding Indonesia, [S.l.], v. 7, n. 2, p. 145-151, aug. 2025. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/1584>. Date accessed: 29 aug. 2025. doi: https://doi.org/10.21632/kbi.7.2.145-151.
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Issue
Vol 7 No 2 (2025): Kajian Branding Indonesia
Section
Articles
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