Brand-consumer relationship of female millennials toward K-beauty

  • 920 Views
  • 290 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

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.

view full abstract hide full abstract
    • Figure 1. Research model
    • Figure 2. Structural model (factor loadings and t-values)
    • Table 1. Questionnaire Items
    • Table 2. Demographics of participants
    • Table 3. Descriptive statistics for each variable
    • Table 4. Items and their loadings
    • Table 5. Paths, estimates, and significance
    • Conceptualization
      Adma Sari, Sucherly, Meydia Нasan, Yevis Marty Oesman
    • Data curation
      Adma Sari, Sucherly, Meydia Нasan, Yevis Marty Oesman
    • Formal Analysis
      Adma Sari, Sucherly, Meydia Нasan, Yevis Marty Oesman
    • Funding acquisition
      Adma Sari
    • Investigation
      Adma Sari
    • Methodology
      Adma Sari, Sucherly, Meydia Нasan, Yevis Marty Oesman
    • Project administration
      Adma Sari
    • Resources
      Adma Sari
    • Software
      Adma Sari
    • Writing – original draft
      Adma Sari
    • Writing – review & editing
      Adma Sari
    • Supervision
      Sucherly
    • Validation
      Sucherly, Meydia Нasan, Yevis Marty Oesman
Related Articles

  • The processing of advertising: does a consumer’s level of materialism make a difference?

    Steven Lysonski , Srinivas Durvasula , Ruth Rayner doi: http://dx.doi.org/10.21511/im.13(1).2017.02
    Innovative Marketing Volume 13, 2017         Issue #1         pp. 11-23 Views: 4651 Downloads: 900 TO CITE АНОТАЦІЯ

    Materialism has been given great attention in the consumer behavior literature. How materialistic tendencies are shaped by advertising has also been documented. Yet, the impact of consumers’ materialism on their perceptions of ads is not clearly understood. The goal of this research is to examine the relationship between an individual’s materialism and his/her perceptions of various kinds of advertising. Using four specific advertising appeals (i.e., interpersonal, prestige/status, achievement, and appearance-related), attitudes toward the ad, and thoughts elicited by the advertisement were measured and compared across high and low materialism groups. Significant differences were found between respondents from the two groups with respect to the evaluation of each type of appeal. When prestige/status, achievement, and appearance-related appeals were used in advertising, they were evaluated more favorably by consumers with high levels of materialism than by consumers with low levels of materialism. In contrast, advertising that used an interpersonal appeal was viewed more favorably by consumers with low levels of materialism. The results of this research provide implications for marketers on three perspectives: the furthering of our conceptualization of the materialism construct, the design of promotional communication for specific target markets, and the public policy dimension of targeting consumers more vulnerable to certain appeals.

  • A review on household energy consumption behavior: how about migrated consumers?

    Ebru AcunerORCID , M. Özgür KayalicaORCID Researcher ID doi: http://dx.doi.org/10.21511/ee.09(4).2018.02
    Environmental Economics Volume 9, 2018         Issue #4         pp. 8-21 Views: 2449 Downloads: 826 TO CITE АНОТАЦІЯ

    This paper reviews the literature on energy consumption behavior for both domestic and migrated/displaced population and aims to recommend crucial policy measures for creating awareness on the energy efficiency. Consumers’ adoption to the efficient usage of energy varies depending on demographic, behavioral and situational dynamics in their households and societies. The regional or national strategies to implement efficient technologies for the consumer engagement are crucial to change their behaviors. Migrants affect the energy usage patterns in the host country due to their different usage behaviors. Any type of measures for migrated population should include available, acceptable, accessible and affordable energy efficiency applications to engage them with the domestic population.

  • Discovering the values of generation X and millennial consumers in Indonesia

    Arief HelmiORCID , Vita SarasiORCID , Umi KaltumORCID , Yogi SuhermanORCID doi: http://dx.doi.org/10.21511/im.17(2).2021.01
    Innovative Marketing Volume 17, 2021         Issue #2         pp. 1-8 Views: 2240 Downloads: 2714 TO CITE АНОТАЦІЯ

    Millennials and Generation X (Gen-X) are the fastest-growing market segment in Indonesia. The study aims to discover the salient values of those generations and to investigate their value differences. Data were obtained via questionnaires from 200 respondents of each generation. The questionnaires measure the importance of the values of each generation, consisting of nine values from the List of Values established by Kahle (1986), namely Sense of belonging, Excitement, Being well respected, Fun and enjoyment, Security, Self-fulfillment, Self-respect, Warm relationships with others, and Sense of accomplishment. This study employed factor analysis to identify sets of values representing their underlying values. This method resulted in three inherent values of Gen X and two of Millenials. Gen X shows the importance of Achievement, Family enjoyment, and Social relationship. Meanwhile, the Millennials are conspicuous by the values of Social recognition and Self-pleasing. Companies that choose Gen X as their target market can use their above-mentioned values to be expressed in their marketing strategies. Meanwhile, those who choose Millennials may use the two inherent values of this generation. This study fills a research gap on the characters of the emerging young generation segments in the country that can be adopted to generate market segment characters in the country.

    Acknowledgment
    This work was funded by a research grant from the Universitas Padjadjaran, Indonesia.

Download Preview
Close
Innovative Marketing
Innovative Marketing