Customer Repurchase Intention on Korean Skincare Product: Using an Extended Theory of Planned Behavior

Abstract

The purpose of this study is to look at the intention to repurchase Korean skincare products (K-skincare), from costumers' perspective in Indonesia using an extended Theory of Planned Behavior (TPB) approach which is the development of a Theory of Reasoned Action (TRA). This study provides the role of country of origin, subjective norm, attitude, and perceived behavioral control to escalate customer repurchase intention. This study used a cross-sectional and conclusive design with non-probability sampling method. Data were collected from a sample of 253 K-skincare customer from several brands by giving an online self-administered questionnaire to respondents. Partial Least Squares Structural Equation Modeling was used to analyze the data. This study revealed that the model was able to explain 40% of the variance in K-skincare customer repurchase intention. Result showed that country of origin had a positive and significant effect on repurchase intention directly and indirectly through the mediation of attitude. Moreover, subjective norm, attitude and perceived behavioral control significantly positive give effect to repurchase intention.