The Role of Attribute Homophily and Physical Attractiveness of Korean Influencers on Interested Indonesian Consumer to Purchase on Local Skincare Products of Indonesia

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Asriani, Salma Nibras (2023) The Role of Attribute Homophily and Physical Attractiveness of Korean Influencers on Interested Indonesian Consumer to Purchase on Local Skincare Products of Indonesia. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

The widespread use of Korean artists as brand ambassadors is seen as a current phenomenon. Local brands are willing to flock to Korean artists to promote their products whose target market is clearly Indonesian natives. This phenomena results from the convergence of Indonesian consumers' attraction with Korean pop culture and local skincare companies seeking legitimacy for their products so that they are known by the larger community. However, local skin care businesses may effectively draw the attention and interest of Indonesian consumers by leveraging these elements, boosting the chance of their purchasing choice. This study aims to investigates the role of attribute homophily and physical attractiveness of Korean influencers in shaping the interest of Indonesian consumers to purchase local skincare products in Indonesia. The study employs a mixed-methods approach, combining qualitative a survey questionnaire with 100 respondents, and applies the structural equation modelling-partial least squares (SEM-PLS) analysis to analyse the data. The findings reveal that attribute homophily, represented by shared nationally between Korean influencers and Indonesian consumers, positively influences consumer interest in local skincare products. Furthermore, the physical attractiveness of Korean influencers significantly impacts consumers' interest in purchasing these products. The study also explores the mediating role of perceived product quality in the relationship between attribute homophily, physical attractiveness, and consumer interest. Theoretical implications of the research contribute to our understanding of the influence of cultural similarity and physical appearance in consumer behaviour. Additionally, practical implications suggest that local skincare brands can leverage the appeal of Korean influencers to enhance their visibility and foster stronger consumer-brand relationships. This study provides valuable insights for marketers, influencers, and policymakers in the skincare industry, emphasizing the significance of attribute homophily and physical attractiveness in influencer marketing strategies.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 11 Dec 2023 02:41
Last Modified: 11 Dec 2023 02:41
URI: http://repository.ipmi.ac.id/id/eprint/2294

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