Buying Interest in Korean Beauty Products in Indonesia

Written by Sekar Luhur Widjayanti

Edited by Chintya Arlita 

The cosmetics sector in Indonesia is witnessing continuous expansion year after year. The rapid growth of the cosmetics industry is directly linked to the increasing demand for beauty products. Beauty products have transitioned from being mere aspirational items to becoming essential commodities. The increase in the cosmetic sector in Indonesia is attributable to imported cosmetics rather than domestic cosmetics. Indonesian customers prefer global cosmetic items to local products, particularly those from South Korea. Companies have implemented various strategies to bolster consumer interest, including leveraging electronic word of mouth, refining brand image, and enlisting celebrity endorsers.

A consumer’s perception or comprehension of a product brand is portrayed in their memory through brand associations. Consumers utilize the brand image as a guide or reference when trying and using a product. Consumers with prior product experience are more likely to select well-known products or brands. Consumers believe a famous brand is trustworthy, high-quality, and easy to obtain. The indicators used to measure brand image factors include strength, distinctiveness, and favorability. In addition to brand image, firms employ various methods to stimulate consumer purchasing interest, such as using well-known celebrities to promote their products. The celebrity endorser who promotes it has a more substantial influence on consumer purchasing interest since celebrities are famous and the center of attention.

Lastly, electronic word of mouth refers to the positive or negative opinions about a product shared by consumers on the internet based on their usage experience. The findings derived from analyzing various dimensions of electronic word of mouth – namely intensity, sentiment, and content – lead to the conclusion that electronic word of mouth significantly impacts an individual’s online product choices. This information holds great relevance to a person’s decision-making process. The existence of recommendations or reviews given by other consumers can influence consumer purchasing decisions. In addition, security and services for online transactions can influence consumers to purchase using the e-commerce application. The existence of electronic word of mouth will help the parties involved in it, from e-commerce developers and sellers to buyers.