Proceedings of the 15th International Symposium on Management (INSYMA 2018)

The influence of Hallyu, packaging and subjective norms towards buying intention on culture adaptation in Etude House

Authors
Yuco Aldelina, Jony Oktavian Haryanto
Corresponding Author
Yuco Aldelina
Available Online March 2018.
DOI
https://doi.org/10.2991/insyma-18.2018.34How to use a DOI?
Keywords
Hallyu, subjective norms, buying intention, culture adaptation
Abstract

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.

Copyright
© 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/).

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Volume Title
Proceedings of the 15th International Symposium on Management (INSYMA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2018
ISBN
978-94-6252-475-0
ISSN
2352-5398
DOI
https://doi.org/10.2991/insyma-18.2018.34How to use a DOI?
Copyright
© 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  - https://doi.org/10.2991/insyma-18.2018.34
ID  - Aldelina2018/03
ER  -