ANALISIS PENGARUH XENOSENTRISME KONSUMEN INDONESIA PADA MINAT BELI MEREK ASING DENGAN SIKAP PADA PRODUK SEBAGAI VARIABEL PEMEDIASI

STUDI KASUS: SIKAP MAHASISWI JABODETABEK PADA PRODUK SKINCARE KOREA

Authors

  • Geraldina Ayunda Yuni Nugrahini Universitas Katolik Indonesia Atma Jaya
  • Vincentius Rachmadi Parmono Universitas Katolik Indonesia Atma Jaya

Keywords:

Xenosentrisme Konsumen, Sikap pada Produk, Skincare, Minat Beli.

Abstract

Korean Wave berhasil mempengaruhi kehidupan masyarakat Indonesia, khususnya bagi para perempuan. Maraknya konten Korea seperti drama, boy group/girl group Kpop ini menarik perhatian masyarakat pada kecantikan kulit putih dan mulus yang dimiliki artis Korea. Produk kecantikan Korea merupakan barang impor yang semakin banyak jumlahnya karena pengaruh Korean Wave. Hal ini yang mempengaruhi tren penggunaan produk perawatan kulit di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh xenosentrisme konsumen pada minat beli melalui sikap pada produk. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 100 responden menggunakan Google Form. Penelitian ini menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan xenosentrisme konsumen melalui sikap pada produk pada minat beli.

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Published

2022-05-31

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Research Articles
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