Brand-consumer relationship of female millennials toward K-beauty
For the last decade, the Korean beauty market has skyrocketed in terms of sales. Despite differences in usage steps, culture, and geography, Korean beauty products are the fastest-growing market segment in Indonesia. In addition, they are aimed primarily at millennial consumers. Therefore, this stud...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2022-04-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16431/IM_2022_02_Sari.pdf |
| _version_ | 1798042281093103616 |
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| author | Adma Sari Sucherly Meydia Нasan Yevis Marty Oesman |
| author_facet | Adma Sari Sucherly Meydia Нasan Yevis Marty Oesman |
| author_sort | Adma Sari |
| collection | DOAJ |
| description | For the last decade, the Korean beauty market has skyrocketed in terms of sales. Despite differences in usage steps, culture, and geography, Korean beauty products are the fastest-growing market segment in Indonesia. In addition, they are aimed primarily at millennial consumers. Therefore, this study looked at the effect of the brand-consumer relationship on the experience of Korean beauty products in Indonesia. The research sample consisted of millennial female users. As a result, 255 valid responses were obtained. Using SEM Lisrel, the study revealed that all study hypotheses were accepted. All the variables had a significant influence on each other. Notably, brand commitment had the strongest impact, and it was significantly related to and contributed more to brand love. The contribution of this brand-consumer relationship stems from the fact that brand commitment is more consistent in achieving brand love than brand experience. Furthermore, it was found that brand experience is more subjective, resulting in irrational consumer behavior toward brand love. |
| first_indexed | 2024-04-11T22:33:17Z |
| format | Article |
| id | doaj.art-c116ed4291934853b93b15938dcdf778 |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-04-11T22:33:17Z |
| publishDate | 2022-04-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-c116ed4291934853b93b15938dcdf7782022-12-22T03:59:18ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262022-04-01182728410.21511/im.18(2).2022.0716431Brand-consumer relationship of female millennials toward K-beautyAdma Sari0https://orcid.org/0000-0001-5405-3229Sucherly1Meydia Нasan2https://orcid.org/0000-0001-5662-9295Yevis Marty Oesman3Ph.D. Student of Doctoral Science in Management Program, Economic and Business Faculty, Universitas Padjajaran, West JavaLecturer, Professor at Doctoral Science in Management Program, Economic and Business Faculty, Universitas Padjajaran, West JavaLecturer, Associate Professor at Doctoral Science in Management Program, Economic and Business Faculty, Universitas PadjajaranLecturer, Associate Professor at Doctoral Science in Management Program, Economic and Business Faculty, Universitas PadjajaranFor the last decade, the Korean beauty market has skyrocketed in terms of sales. Despite differences in usage steps, culture, and geography, Korean beauty products are the fastest-growing market segment in Indonesia. In addition, they are aimed primarily at millennial consumers. Therefore, this study looked at the effect of the brand-consumer relationship on the experience of Korean beauty products in Indonesia. The research sample consisted of millennial female users. As a result, 255 valid responses were obtained. Using SEM Lisrel, the study revealed that all study hypotheses were accepted. All the variables had a significant influence on each other. Notably, brand commitment had the strongest impact, and it was significantly related to and contributed more to brand love. The contribution of this brand-consumer relationship stems from the fact that brand commitment is more consistent in achieving brand love than brand experience. Furthermore, it was found that brand experience is more subjective, resulting in irrational consumer behavior toward brand love.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16431/IM_2022_02_Sari.pdfbeautyconsumer behavioremotional feelinghedonic brandrelationship marketing |
| spellingShingle | Adma Sari Sucherly Meydia Нasan Yevis Marty Oesman Brand-consumer relationship of female millennials toward K-beauty Innovative Marketing beauty consumer behavior emotional feeling hedonic brand relationship marketing |
| title | Brand-consumer relationship of female millennials toward K-beauty |
| title_full | Brand-consumer relationship of female millennials toward K-beauty |
| title_fullStr | Brand-consumer relationship of female millennials toward K-beauty |
| title_full_unstemmed | Brand-consumer relationship of female millennials toward K-beauty |
| title_short | Brand-consumer relationship of female millennials toward K-beauty |
| title_sort | brand consumer relationship of female millennials toward k beauty |
| topic | beauty consumer behavior emotional feeling hedonic brand relationship marketing |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16431/IM_2022_02_Sari.pdf |
| work_keys_str_mv | AT admasari brandconsumerrelationshipoffemalemillennialstowardkbeauty AT sucherly brandconsumerrelationshipoffemalemillennialstowardkbeauty AT meydianasan brandconsumerrelationshipoffemalemillennialstowardkbeauty AT yevismartyoesman brandconsumerrelationshipoffemalemillennialstowardkbeauty |