Influence of Lifestyle and Country of Origin on Purchasing Intention of South Korean Beauty Products: A Study of Female Consumers in East Java

Abstract

The utilization of beauty product series has become a lifestyle for Indonesian women. Indonesian women spend at least 20% of their total monthly expenditure to buy fashion and beauty products. This makes a difference between the lifestyle of generation X and Millennial women. South Korea has become a beauty center  in recent years. It has an impact on Korean beauty products that are currently developed in the community. The purpose of this study is analyze and discuss the influence of lifestyle and country of origin on the purchase intention of South Korea beauty products. The type of study is quantitative with a conclusive-descriptive study design. The population in this study is women in East Java who have ever and have never bought South Korean beauty products. The sampling technique uses non-probability sampling with 100 respondents. The study instrument uses a questionnaire while the data analysis uses multiple linear regression analysis. The result shows that lifestyle and country of origin partially or simultaneously influenced the purchase intention of South Korea beauty products. Limitation in this study is the respondents who is specifically women, so the influence for men is unknown. Thus, future study could find the effect of lifestyle and country of origin on men consumers.