Determinant Factors in Purchasing Korean Skin Care Products

The demand and business opportunities in the skin and facial beauty sector has increased in the last 10 years. The beauty and personal care industry in Indonesia grows on average of 12% with a market value of 33 trillion. This research emphasizes the presence of the influence of attitude, subjective norm, and perceived behavioral control on the purchase intention of skincare products that are moderated by the country of origin. The data collection is conducted through distributing questionnaires to a total of 130 respondents. Data obtained through a questionnaire are then processed with Smart Partial Least Square (PLS). The results in this study prove that the attitude and perceived behavioral control significantly influence the purchase intention while the subjective norm does not significantly influence the purchase intention. On the other hand, country of origin is not able to strengthen the influence between attitude, subjective norm, and perceived behavioral control on the purchase intention of skincare product