The influence of Hallyu, packaging and subjective norms towards buying intention on culture adaptation in Etude House
- 10.2991/insyma-18.2018.34How to use a DOI?
- Hallyu, subjective norms, buying intention, culture adaptation
The growth of cosmetic's industries became rapid especially in Indonesia with the presence of local brands cosmetics and imported brands cosmetics. One of the competitors is Etude House, imported brand cosmetic from South Korea, which is now demanded by men and women especially the young people. Hence, researcher interested to have the research on The Influence of Hallyu, Packaging and Subjective Norms towards Buying Intention on Culture Adaptation in Etude House. This study used the non-probability sampling with purposive sampling, 200 respondents were taken part, and the data was tested by using structural equation modeling with AMOS2.2. The result of the findings showed that Hallyu had no positive influence on buying intention but had a positive influence on culture adaptation, packaging had a positive influence on buying intention, subjective norm had a positive influence on buying intention and culture adaptation, but buying intention had no positive influence on culture adaptation.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yuco Aldelina AU - Jony Oktavian Haryanto PY - 2018/03 DA - 2018/03 TI - The influence of Hallyu, packaging and subjective norms towards buying intention on culture adaptation in Etude House BT - Proceedings of the 15th International Symposium on Management (INSYMA 2018) PB - Atlantis Press SP - 136 EP - 140 SN - 2352-5398 UR - https://doi.org/10.2991/insyma-18.2018.34 DO - 10.2991/insyma-18.2018.34 ID - Aldelina2018/03 ER -