Influence of Korean Wave and Laneige New Brands Ambassador (Lee Sung-Kyung) towards Consumer Buying Decision in Indonesia

Abstract

The growth of cosmetic’s industry in Indonesia become rapid with the presence of local brands cosmetics and imported cosmetics brands. Laneige is one of imported brand cosmetics from South Korea. This research purpose is to determine factors that influence consumer buying decision to Laneige product skin care in Indonesia. This research use quantitative method in processing and analye data. The researcher got the data from questionnaire that have been distributing to 275 respondents in Indonesia and researcher has applied the random sampling method. An empirical of this research explained that Korean Wave has no influence (not significant) to Laneige product skin care toward Consumer Buying Decision in Indonesia. Meanwhile, Brand Ambassador has significant influence to Laneige skin care products towards Consumer Buying Decision in Indonesia.