dc.contributor.author | Royanto, Diana Puspa Dewi | |
dc.contributor.author | Ronald | |
dc.date.accessioned | 2016-07-13T09:16:35Z | |
dc.date.available | 2016-07-13T09:16:35Z | |
dc.date.issued | 2016-06-01 | |
dc.identifier.issn | 2302-5581 | |
dc.identifier.uri | http://hdl.handle.net/123456789/894 | |
dc.description.abstract | As beauty becomes an important aspect and the industry is growing, Korean cosmetics are trending all over the world
with their advanced and developed technology and ingredients. In Southeast Asia, particularly Indonesia, Korean
cosmetics is becoming the latest beauty trend that people are adding to their beauty routines. Therefore, the
researcher has planned to analyze the factors influencing Effective Decision Making of Consumers in Etude House
Surabaya.
One hundred respondents were given a questionnaire using a six point Likert Scale. Eleven hypotheses were
analyzed using the multiple regression models. The result of this study showed that independent variables Social
Structure, Opinion Leaders towards Personal Information Source, Perceived Risk, and Word-of-Mouth as
intervening variables to Effective Decision Making had a positive and significant effect whereas independent variable
Communication Medium towards the intervening variables was negative and insignificant.
The recommendation for future researchers is to add or change the variables in this study to see from
different perspectives and gain new insight. For Etude House, this study can be used for evaluation purposes to
further improve their marketing strategies and learn more about their consumer behavior. | en_US |
dc.language.iso | en | en_US |
dc.publisher | LPPM Universitas Pelita Harapan Surabaya | en_US |
dc.relation.ispartofseries | Vol. 5 No. 1 Juni 2016; | |
dc.subject | Beauty Industry | en_US |
dc.subject | Effective Decision Making | en_US |
dc.subject | Consumer Behavior | en_US |
dc.subject | Etude House | en_US |
dc.title | Factors Influencing Effective Decision Making of Consumers in Etude House Surabaya (Study on Etude House Consumers in Surabaya) | en_US |
dc.type | Journal | en_US |