Factors influencing the purchase intention of Korean beauty products among Malaysian females
The Korean Wave or Hallyu is perceived as mainstream culture today in the 21st century, and it is well-accepted particularly in Asia. Korean entertainment which includes K-pop music, Korean drama series and variety programs have contributed to the immense popularity of the Korean Wave. This has resu...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Science and Engineering Research Support Society
2020
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| Online Access: | http://psasir.upm.edu.my/id/eprint/88985/1/KOREA.pdf |
| _version_ | 1796982062583906304 |
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| author | Tan, Day Shin Thanasegaran, Ganesh Manickiam, Neelamehan Sidek, Shafie Ismail, Kamarulzaman Jantan, Amer Hamzah |
| author_facet | Tan, Day Shin Thanasegaran, Ganesh Manickiam, Neelamehan Sidek, Shafie Ismail, Kamarulzaman Jantan, Amer Hamzah |
| author_sort | Tan, Day Shin |
| collection | UPM |
| description | The Korean Wave or Hallyu is perceived as mainstream culture today in the 21st century, and it is well-accepted particularly in Asia. Korean entertainment which includes K-pop music, Korean drama series and variety programs have contributed to the immense popularity of the Korean Wave. This has resulted in an increasing interest in and demand for Korean products, including Korean beauty products. Since the K-Wave has also been fairly widely embraced by Malaysians especially females, this study attempts to investigate the relationship between K-Wave, the marketing mix variables (4Ps), and the purchase intention of Korean beauty products among Malaysian females. The independent variables selected for this study were K-Wave, product attributes (specifically product quality and brand), price, promotion and place (distribution), while the dependent variable was purchase intention of Korean beauty products among Malaysian females. Multiple linear regression analysis was performed to test the relationships and the findings confirmed that K-Wave, product quality, price and promotion were significant, implying that these factors did influence the purchase intention of Korean beauty products. However, brand and place (distribution) were found to be insignificant suggesting that there was no relationship between these two variables and the adoption of Korean beauty products among Malaysian females. |
| first_indexed | 2024-03-06T10:46:48Z |
| format | Article |
| id | upm.eprints-88985 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T10:46:48Z |
| publishDate | 2020 |
| publisher | Science and Engineering Research Support Society |
| record_format | dspace |
| spelling | upm.eprints-889852021-10-04T21:37:17Z http://psasir.upm.edu.my/id/eprint/88985/ Factors influencing the purchase intention of Korean beauty products among Malaysian females Tan, Day Shin Thanasegaran, Ganesh Manickiam, Neelamehan Sidek, Shafie Ismail, Kamarulzaman Jantan, Amer Hamzah The Korean Wave or Hallyu is perceived as mainstream culture today in the 21st century, and it is well-accepted particularly in Asia. Korean entertainment which includes K-pop music, Korean drama series and variety programs have contributed to the immense popularity of the Korean Wave. This has resulted in an increasing interest in and demand for Korean products, including Korean beauty products. Since the K-Wave has also been fairly widely embraced by Malaysians especially females, this study attempts to investigate the relationship between K-Wave, the marketing mix variables (4Ps), and the purchase intention of Korean beauty products among Malaysian females. The independent variables selected for this study were K-Wave, product attributes (specifically product quality and brand), price, promotion and place (distribution), while the dependent variable was purchase intention of Korean beauty products among Malaysian females. Multiple linear regression analysis was performed to test the relationships and the findings confirmed that K-Wave, product quality, price and promotion were significant, implying that these factors did influence the purchase intention of Korean beauty products. However, brand and place (distribution) were found to be insignificant suggesting that there was no relationship between these two variables and the adoption of Korean beauty products among Malaysian females. Science and Engineering Research Support Society 2020 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/88985/1/KOREA.pdf Tan, Day Shin and Thanasegaran, Ganesh and Manickiam, Neelamehan and Sidek, Shafie and Ismail, Kamarulzaman and Jantan, Amer Hamzah (2020) Factors influencing the purchase intention of Korean beauty products among Malaysian females. International Journal of Advanced Science and Technology, 29 (spec. 7). 488 - 511. ISSN 2005-4238; ESSN: 2207-6360 http://sersc.org/journals/index.php/IJAST/article/view/9467/5250 |
| spellingShingle | Tan, Day Shin Thanasegaran, Ganesh Manickiam, Neelamehan Sidek, Shafie Ismail, Kamarulzaman Jantan, Amer Hamzah Factors influencing the purchase intention of Korean beauty products among Malaysian females |
| title | Factors influencing the purchase intention of Korean beauty products among Malaysian females |
| title_full | Factors influencing the purchase intention of Korean beauty products among Malaysian females |
| title_fullStr | Factors influencing the purchase intention of Korean beauty products among Malaysian females |
| title_full_unstemmed | Factors influencing the purchase intention of Korean beauty products among Malaysian females |
| title_short | Factors influencing the purchase intention of Korean beauty products among Malaysian females |
| title_sort | factors influencing the purchase intention of korean beauty products among malaysian females |
| url | http://psasir.upm.edu.my/id/eprint/88985/1/KOREA.pdf |
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