Abstract:
In recent years, the beauty industry segment in Indonesia, especially the skincare
industry, has experienced a positive development, driven by the high interest of
Generation Z in using South Korean skincare products. However, there are some
considerations, such as the unaffordable price, the quality of products that tend to
different with the skin types in Indonesia, also South Korean skincare needs to
strengthen the brand image through value development in every customer journey
passed by the consumers of Indonesia, such as through the use of celebrity
endorsement. Therefore, this study was conducted to assess strategies and things
that can be applied and need to be considered by South Korean skincare companies
in order to be more suited to the conditions of Indonesian society that dominate
consumer segments, as well as influence consumer purchase intentions, in this case,
Generation Z. This study focuses on Generation Z as different from the previous
studies. The researcher used the quantitative descriptive research method using
PLS-SEM to analyze data with a total of 300 Generation Z living in Jabodetabek
area with non-probability sampling technique. The result of this study shows that
all the independent variables, Celebrity Endorsement (X1), Product Quality (X2),
and Price (X3) have a positive significant influence on Brand Image (Y), and so
does Celebrity Endorsement (X1) to the Purchase Intention (Z). However, there are
concluded Product Quality (X2), Price (X3), and Brand Image (Y) has a positive
but not significant influence on Purchase Intention (Z).
