Analysis of Celebrity Impact in Building Intention to Buy Beauty Products with Theory of Planned Behavior

Abstract

The popularity of Korean culture, or Hallyu, has had a significant influence on various global industries, including beauty, through the utilization of Korean celebrities as brand ambassadors. This phenomenon creates trends and shapes consumer preferences through the emotional and social appeal attached to Korean celebrities. In order to find out the extent of the impact of Korean celebrities in building purchase intention, a study that specifically examines this is needed. Therefore, this study aims to analyze the role of Korean celebrities in building purchase intention for beauty products in Indonesia using the Theory of Planned Behavior (TPB) approach. This study examines the influence of attitude toward Behavior, subjective norms, and perceived behavioral control mediated by the role of Korean celebrities. Using a mixed method approach, quantitative data was collected from 520 respondents through a survey and analyzed using SmartPLS. In contrast, qualitative data was obtained through in-depth interviews with beauty product users and brand stakeholders. The results show that Korean celebrities significantly influence purchase intention through all three TPB variables, supported by Hallyu's emotional appeal and cross-cultural influence. However, logistical challenges in cross-cultural collaboration and skepticism toward the idealized image of celebrities were identified as potential barriers. These findings provide practical recommendations for the beauty industry in Indonesia to enhance relevant and effective celebrity-based marketing strategies.