Pengaruh Korean Wave dan Ulasan Pembeli terhadap Minat Beli Produk Skincare Korea pada Konsumen Wanita Usia 20-40 Tahun pada E-Commerce Shopee

Abstract

Skincare products or we called skincare is one of the items that Korea is currently very intensively promoting in Indonesia. These Korean skincare products have become very popular products and have become a trend among women in Indonesia. This research aims to examine the influence of the Korean wave and buyer reviews on purchasing interest in Korean skincare products on Shopee e- commerce. The sampling method was carried out using the probability sampling method, namely a random sampling system. Determining the sample size in this study used the Lemeshow formula and was determined to be 97 respondents using the questionnaire/questionnaire method which the population determined by this study was concern by female consumers aged 20-40 years at E-Commerce Shopee. The analytical method used is a quantitative analysis method. The data analysis technique used is data quality testing consisting of validity and reliability tests, multiple linear regression analysis, and hypothesis testing consisting of the coefficient of determination, f test and t test. The results of this research show that the influence of the Korean wave and buyer reviews have a positive effect on purchasing interest in the online marketplace Shopee. The R-squared value obtained is 0.883, meaning that the Korean wave and buyer reviews are able to influence the purchase interest variable by 0.883, or 88.3%.