Culture

Religiosity and Purchase Intention toward Korean Cosmetics in Indonesia and Malaysia: The Mediating Effect of Korean Wave and Moderating Effect of Age

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Abstract

K-wave has generated a huge fandom in moderate Muslim countries such as Indonesia and Malaysia despite of the cultural idiosyncrasy. This study aims to explore the relationships among inter/intra religiosity, K-wave participation, age, and purchase intention toward K-cosmetics for Muslim female consumers. Data were collected from 228 Indonesian and 213 Malaysian Muslim female consumers in their 20s to 50s. The hypothesized relationships were tested using Process macro model 58 and 4. The result shows that intra religiosity did not influence K-wave participation and purchase intention at all, whereas inter religiosity did. For Indonesians, inter religiosity positively influenced K-wave participation only for old consumers and directly influenced purchase intention. For Malaysians, inter religiosity positively affected K-wave participation irrespective of age, but indirectly influenced purchase intention via K-wave participation. This study theoretically contributes to discover the distinctive roles of intra and inter religiosity in Muslim consumers’ participation in foreign culture and their purchase intention and uncovering the limited influence of age. Global cosmetic marketers consider Muslim consumers' inter religiosity and K-wave for marketing strategy. 

Keywords: Muslim Consumers, Religiosity, Korean Wave, Purchase Intention, Korean Cosmetics

How to Cite:

Park, I., Nathan, R. J., Yang, H., Jin, B. E., Jeong, S. & Chung, J., (2022) “Religiosity and Purchase Intention toward Korean Cosmetics in Indonesia and Malaysia: The Mediating Effect of Korean Wave and Moderating Effect of Age”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15832