Azzahra, Cantika Vira (2025) Analisis Perilaku Konsumen Dalam Pembelian Korean Skincare. Other thesis, Universitas Islam Riau.

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Abstract

Korean culture, popularized through the Korean Wave and social media, has influenced consumer behavior in Indonesia, especially in choosing skincare products. This study aims to describe consumer behavior in purchasing Korean skincare and to identify the factors that affect such decisions. Using a qualitative approach with a phenomenological method, the research involved three early adult female informants in Pekanbaru who actively use Korean skincare. The findings indicate that purchasing decisions are influenced by cultural, social, personal, and psychological factors. Interest in Korean beauty standards, influence from friends and beauty influencers, considerations of age and skin condition, and the desire to practice self-care and boost self-confidence all contribute to shaping consumer behavior. This study offers insight into how these elements interact in shaping skincare purchase decisions and serves as a reference for cosmetic industry players to develop marketing strategies suited to Indonesian consumers.

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