Influence of Korean Wave and Laneige New Brands Ambassador (Lee Sung-Kyung) Towards Consumer Buying Decision in Indonesia

Influence of Korean Wave and Laneige New Brands Ambassador (Lee Sung-Kyung) towards Consumer Buying Decision in Indonesia

By Ayudha Tamara 014201400021

A Skripsi Presented To The Faculty of Business President University In Partial Fulfillment of The Requirements For Bachelor Degree In Management

May 2018

PANEL OF EXAMINERS APPROVAL SHEET

The panel of Examiners declare that the skripsi entitiled “INFLUENCE OF KOREAN WAVE AND LANEIGE NEW BRAND AMBASSADORS (LEE SUNG-KYUNG) TOWARDS CONSUMER BUYING DECISION IN INDONESIA” that was submitted by Ayudha Tamara majoring in Management from Faculty of Business was assessed and approved to have passed the Oral Examination on 16 May 2018.

Panel of Examiners

Grace Amin, S.Psi.,M.Psi., Psikolog Chair – Panel of Examiners

Jhanghiz Syahrivar, M.M. Examiner I

Siska Purnama Manurung, S.Kom., M.M. Examiner II

DECLARATION OF ORIGINALITY

I declare this skripsi, entitled “INFLUENCE OF KOREAN WAVE AND LANEIGE NEW BRAND AMBASSADORS (LEE SUNG-KYUNG) TOWARDS CONSUMER BUYING DECISION IN INDONESIA”is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university obtain a degree.

Cikarang, Indonesia, 16th May 2018

Ayudha Tamara 014201400021

CONSENT FOR INTELLECTUAL PROPERTY RIGHT

INFLUENCE OF KOREAN WAVE AND LANEIGE NEW BRAND AMBASSADORS (LEE SUNG-KYUNG) TOWARDS CONSUMER BUYING DECISION IN INDONESIA, the author hereby grants the above mentioned contribution to the President University, whereby, the University shall have the exclusive right to translate, in whole or in part, all or part of the publication of the conference in the copyright period, including renewal and expansion, and all subsidiary rights.

The author reserves the right to re-publish the free version of the manuscript and only inform the University of the Intention to do so and to ensure that the university’s repeared verbatim.

The author retains the copyright and other proprietary right, such as the patent and trademark rights of any process or procedure described in the contribution. The author assures that the contribution is original, has not been published, is not published elsewhere, and has obtained any necessary permission to quote or copy the illustrations of other sources (any such copies of such licenses shall be sent together with them).

The author states that any named person as a contribution to the contribution knows the agreement and agree with the above assurances.

Cikarang, Indonesia, 16th May 2018

Ayudha Tamara 014201400021

iii

ABSTRACT

The growth of cosmetic’s industry in Indonesia become rapid with the presence of local brands cosmetics and imported cosmetics brands. Laneige is one of imported brand cosmetics from South Korea. This research purpose is to determine factors that influence consumer buying decision to Laneige product skin care in Indonesia. This research use quantitative method in processing and analye data. The researcher got the data from questionnaire that have been distributing to 275 respondents in Indonesia and researcher has applied the random sampling method. An empirical of this research explained that Korean Wave has no influence (not significant) to Laneige product skin care toward Consumer Buying Decision in Indonesia. Meanwhile, Brand Ambassador has significant influence to Laneige skin care products towards Consumer Buying Decision in Indonesia.

Keywords: Korean Wave, Brand Ambassador, Laneige, Consumer Buying Decision.

ACKNOWLEDGEMENT

My best gratitude to God Almighty for I can complete this thesis smoothly and valuably, so this thesis can be completed entitled “INFLUENCEOFKOREAN WAVE AND LANEIGE NEW BRAND AMBASSADORS (LEE SUNG- KYUNG) TO CONSUMER BUYING DECISION IN INDONESIA”. In this preparation of this thesis, researcher aware of limitations, capabilities, and knowledge of the researcher in the preparation, but the difficulties can be solve by several parties. Through this opportunity, researcher would like to express the deepest gratitude and say thank you for following parties helps and support before, during and after complete this thesis:

1. My beloved family, Dad, Mom, and My brothers who give me love, motivation, sending prayers and support. 2. Ms. Siska, as the researcher’s advisor. Who provide me advice, guidance, and help me a lot of things during the process of this thesis until this thesis have done. Thank you so much for your time, efforts, patients, and kindness during the process of this thesis. 3. My Cousin Suhendra Riswin, Yuni, and Era, thank you so much for your motivation, support and sending me prayers. 4. My best friends Amel, Michellia, Ayu, Fitri, Riri, Lady, Anggun, and Natali, Thank you for being my friends for this 3.5 years and I be grateful that you all always hear my story and give me motivation during this time. 5. Last but not least, my wannable friends thank you for your help and motivation during this thesis process.

Glad to meet and know them as my partners, teachers, and friends, Thank you

Sincerely,

Ayudha Tamara

TABLE OF CONTENTS Page

PANEL OF EXAMINERS APPROVAL SHEET ...... i

DECLARATION OF ORIGINALITY ...... ii

CONSENT FOR INTELLECTUAL PROPERTY RIGHT ...... iii

ABSTRACT ...... iv

ACKNOWLEDGEMENT ...... v

TABLE OF CONTENTS ...... vi

CHAPTER I. INTRODUCTION ...... 1

1.1 Background ...... 1

1.2 Problem Identification ...... 9

1.3 Research Questions ...... 10

1.4 Research Objectives ...... 11

1.5 Significant of Study ...... 11

1.6 Limitations ...... 11

1.7 Thesis Organization ...... 12

CHAPTER II. Literature Review ...... 13

2.1 Literature Review ...... 13

2.1.1 The Advance of Korean Wave ...... 13

2.1.2 Branding ...... 15

2.1.3 Brand Ambassador ...... 16

2.1.4 Consumer Decision ...... 17

2.2 Previous Research ...... 19

2.3 Research Gap ...... 21

CHAPTER III. METHODOLOGY ...... 22

3.1 Theoretical Framework ...... 22

3.2 Hypothesis ...... 22

3.3 Operational Definitions ...... 23

3.4 Research Design ...... 26

3.5 Sampling Design ...... 26

3.6 Pre-test ...... 27

3.7 Classic Assumption ...... 28

3.8 Multiple Regression ...... 29

3.9 Hypothesis Testing ...... 30

CHAPTER IV. RESULT & DISCUSSION ...... 32

4.1 Descriptive Analysis...... 32

4.2 Demographic Profiles ...... 34

4.3 Descriptive Statistic Analysis ...... 42

4.4 Inferential Analysis ...... 43

4.5 Multiple Regression Analysis ...... 46

4.6 Coefficient of Determination ...... 47

4.7 Hypothesis Testing Result ...... 47

4.8 Discussions ...... 49

vii

CHAPTER V. CUNCLUSION & RECOMMENDATION ...... 51

5.1 Conclusion ...... 51

5.2 Recommendation ...... 51

REFERENCES ...... 53

REFERENCES ...... 60

PLAGIARISM DOCUMENT ...... 64

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Chapter 1 INTRODUCTION

1.1 BACKGROUND 1.1.1 Korean Cosmetics Industry

South Korea growth as markets for beauty and personal care market, the growth achieve 6% in one year which is astounding in comparison to runners up US (3.9%) and UK (2.1%). Euromonitor placed that the total value of skin care sales and color cosmetics in South Korea at $6.2 billion in 2014 (Cosgrove, 2016).

Table 1.1: Korean Cosmetics Industry Source: Young-Seaon Park (2013)

According to Table 1.1, Korean cosmetic production and export are increasing from 2009 to 2013 with average annual growth of 16% and from 416 to 1,290. According to the data from Korean Health Industry development Institute (KHIDI), the value of Korean cosmetics export during 10 year periods from (2004-2013) increase from 1,289 million dollars to 123 million dollars, as shown in Graph 1.1:

Graph 1.1: Korean Export of Cosmetics Source: Young-Seaon Park (2013)

According to Mintel Reset Report (2013), Korea beauty influenced from Korean celebrity trends and it also influence consumer trends for fashion, beauty and lifestyle. In Korea skin care are the most important things for women and man, because many Korea people are focus on their healthy skin and fair skin more than using make up to cover or correct blemishes (Graph 1.2).

Average number of product in skincare routines, 2013 4 3 Average number of 2 product in skincare 1 routines, 2013 0 Korea China Thailand Vietnam

Graph 1.2: Average Number of Product In Skin Care Routines Source: Mintel Reset (2013)

Graph 1.2 showed that most of Korean people using skin care product as their routines in their daily life and followed by Chinese people and Thailand and the last is Vietnam. According to Mintel Reset report (2014), Korean use double cleansing, which is they will clean their make-up with make-up remover and the last they will use foam cleanser. They believe that through cleansing they can have good and healthy skin.

Kang Jae-joon as head of equity research in Korea at the investment manager Franklin Templeton stated that “the men’s market has been growing at about 9% each year for the past four years.” In South Korea, more than 10% of Korean beauty product sales about 1.5 billion are driven by men’s beauty product. Kim Jin-ho who run IOPE that a high-end skin care line owned by Amorepacific group, recently told about a product for men fashion, which is Air Cushion is a sponge soaked with sunscreen and tinted moisturizer and encased in trendy metallized compact. IOPE sells more than 100,000 of the compacts a year it is almost three times as many as sells of regular sunscreen product for men(Cosgrove, 2016).

1.1.2 Indonesia Cosmetic Industry

In Indonesia, cosmetic market still very large and cosmetic industry in Indonesia is also a good chance for the foreign company to enter Indonesia market. It also can be seen from the market share of Indonesia is 70% ruled by the foreign company (Nurhayati, 2015).

Table1.2: Development of Market Cosmetics Industry in Indonesia Source: Survey Bizteka – CCI, 2015 Market Increasing Years (Rp. billion) (%) 2010 8,900 - 2011 8,500 -4.49 2012 9,760 14.82 2013 11,200 14.75 2014 12,874 14.95

2015 13,943 8.30 Average increase, %/years 9.67

Indonesia has many natural materials that are can be used by Indonesian entrepreneurs to make a local cosmetics products. Since it is made from Indonesian nature, it will fit the Indonesian people skin (Intan, 2012). According to Table 1.2, Indonesian cosmetics industry increase from 2010 to 2015 with the annual growth 9,67% and from 8,900 to 13, 943.

According to Association of Indonesia Cosmetics Company (2012), the sales of imported cosmetics reached Rp. 2,44 trillion in 2012, increase of 30% compared to the sales on 2011 (Ekarina, 2013). One of country that imported the cosmetics product to Indonesia is South Korea. In 2005, Indonesia import value of Korean cosmetics was 842 million dollars and growing to 11,664 million dollars in 2015, making it the 13rd largest importer of Korean cosmetics (Table 1.3).

Table 1.3: Korea Export of Cosmetics in the Selected Years Source: Korea Customs Service (2013) Country 2005 2007 2009 2011 2013 China 71,837 101,354 127,057 217,027 315,788 Hong Kong 29,804 31,373 45,484 97,328 214,658 Japan 39,288 42,092 86,560 139,560 159,032 U.S. 34,954 35,795 43,078 66,847 107,117 Taiwan 33,686 30,381 34,840 68,566 94,809 Thailand 2,739 4,148 13,974 61,945 77,889 Vietnam 9,812 11,448 15,944 32,273 42,452 Malaysia 4,783 8,631 13,186 23,895 41,459 Singapore 15,311 15,788 16,583 33,107 41,144 Russia 4,632 5,230 4,765 9,966 25,918 Australia 5,084 4,375 5,967 8,908 15,509 Mongolia 5,485 7,162 6,391 10,484 13,021 Indonesia 842 837 1,527 9,044 11,664 Philippines 612 2,200 2,156 6,945 11,145

UK 3,284 3,953 4,359 5,819 10,658 Iran 6,661 8,000 8,925 15,093 9,177 UAE 3,007 4,165 5,036 4,968 8,931 Canada 4,081 2,839 2,438 3,667 7,560 Myanmar 274 204 2,167 2,447 5,100 France 2,297 2,131 1,983 5,997 5,034

Graph 1.3 showed the amount of money that Indonesian women spent to buy cosmetics is increasing from 2012 to 2013 by 31% in urban area in Indonesia and also increasing in Java area by 18.2% (Nielsen Indonesia, 2013).

Graph 1.3: Total Money Spent on Cosmetics Source: Nielsen Indonesia (2013)

1.1.3 Influence of Korean Wave in Indonesia

According to Indonesiainvestment.com (2017), Indonesia is the fourth of largest country in terms of population size with totaling around 260 million people in Indonesia (Graph 1.4).

Graph 1.4: Population in Indonesia Source: Indonesiainvestment.com (2017) Indonesian consumer is one of the most confident customer in the world, and 50% of Indonesia’s 253 million citizens are under the age of 30 (export.gov, 2015). Many countries have been trying to spread their business and invest in Indonesia. According to data provide from Indonesia Investment Coordinating Board (BKPM) in Table 1.4, South Korea is one of country and placed 7th among the country who invest in Indonesia and has been trying to spread their business in Indonesia.

Table 1.4: FDI Inflows by Countries In Indonesia Source: BKPM (2014) Main Investing Countries 2014 (in %)

Singapore 20.4

Japan 9.5

Malaysia 6.2

The Netherlands 6.1

UK 5.6

USA 4.5

South Korea 3.9

1.1.3.1 Influence of Korean Wave in Indonesia

Korean wave started from Korean drama throughout Asia. First, Korean drama that entered to Indonesia was in 2000s after Japan and Taiwan dramas, there are Endless Love and Winter Sonata. The influence of the stars look and fashion of Korean singers are very significant in winning over teenage fans worldwide (Ramadhani & Linadi, 2016).

According to Jin & Yoon (2016), Indonesia now, one of the fastest growing K- pop markets in Southeast Asia. This might be because of expansion of cable TV channels from South Korea (Arirang TV, KBS world, etc) and online media (Internet, Youtube, Social Media). In Indonesia, influenced of K-pop can be seen in fashion and life style. According to Jang and Paik (2012), Korean Wave (Hallyu in Korean) ranges from television dramas, movies, music (K-pop), dance (B-boys), food, fashion and language (Hangul).

In past few years, there are many Korean stores open in Indonesia’s malls. And because of influence of Korean Wave in Indonesia, many company targeted Indonesian as the potential buyers for company (Wang & Hariandja, 2016). As Korea cultural wave has spread around the world, there were lots of researches try to related Korean cultural to purchase intention toward Korean product. Korean wave can directly influence to the Korean products, which are related to tourism, media, cosmetics and electronics, especially mobile phones (Yu et al., 2012).

1.1.4 Laneige

Laneige was launch in 1994 and established by Amorepacific group with their subsidiary companies are Amorepacific Cosmetics, Laneige, Innisfree, Etude House, AMOS professional, and etc,. Laneige has won some beauty award such as Cosmo Asian Beauty Award in 2013 and Allure Korea Best of Beauty Award in 2015. According to Amorepacific group sustainability report (2016), after Laneige success in Korea, Laneige started distribution their product to international market and Laneige achieved sales growth because of their

distribution channels, it also because Laneige entering new market and products upgrade for signature products like “Water Sleeping Mask” and lipsticks.

According to Laneige sustainability report (2016), Laneige began offering its products in Europe through 57 Sephora stores across the country in 2002. Meanwhile in China, it was the third biggest sales brand on the “Single’s Day” with a record online sales 9.25 KRW. After its successful, Laneige launched their new innovative with “Two-tone Lip Bar” in March 2015 and that were sold for 11 billion KRW in sales. Laneige “Two-tone Lip Bar” is a new innovative for lipstick product in market and K-beauty product through the launching of two tone lipstick with two tone-shadow bar. In China, Laneige position firmly as a lead in K-beauty brand and continue with growth trend. Laneige achieve solid qualitative growth by expanding its distribution channels and entering new market in the worlds.

According to Laneige sustainability report (2016), Laneige entered Indonesia market in 2013 by distribution and now Laneige just open their own store at AEON Jakarta Garden City in Indonesia was in February 2018. According to Laneige sales in Indonesia (Graph 1.5), Laniege sales increased since the first time enter Indonesia market.

10,000

8,000

6,000 Sales 4,000 Net Income 2,000

0 2013 2014 2015 2016 -2,000

Graph 1.5: Laniege Sales In Indonesia (Korean Won) Source: Amorepacific Financial Statement (2014-2016)

Song Hye-kyo used to be Brand Ambassador for Laneige from 2008-2016 (Picture 1.1) and in 2017, Laneige has change their new brand ambassador to Lee Sung-kyung (Picture 1.2).

Picture 1.1: Song Hye-kyo as Laneige brand ambassador Source: Faryzasanie (2016)

Picture 1.2: Lee Sung-kyung as Laneige brand ambassador Source: HallyuSG (2017)

1.2 Problem Identification In Indonesia, Korean Wave already influence to Indonesian through K-drama and K-pop and K-beauty. Even South Korea already became one of country that placed 7th among the country who investing in Indonesia. Korean company started to enter Indonesia market, especially K-beauty product.

The total income of Laneige when Song Hye-kyo was its brand ambassador was 933 million won, meanwhile when Lee sung-kyung become a brand ambassador the total income of Lee Sung-kyung era is decrease to 322 million won (Amorepacific, 2014-2017).

There are Top 10 popular Korean skin care in Indonesia are:

1. Nature Republic 6. Sulwhasoo 2. Mamonde 7. The Face Shop 3. Laneige 8. Whoo 4. Etude house 9. Missha 5. Innisfree 10. SU:M37 Table 1.5: Top 10 popular Korean skin care in Indonesia Source: Triyatmoko (2017) Laneige is in 3rd position while Nature Republic is in first rank. (Triyatmoko, 2013), In the mutation of their Brand Ambassador, can Laneige new brand ambassador lead Korean cosmetics market in Indonesia, as visioned by Amorepacific to grow its business to become Asia’s number one cosmetics maker, with a sales target of $8.2 billion by 2020. Amorepacific is also trying to increasing their worldwide sales from 20% to 50% (Cosgrove, 2016).

Based on statement above, the title of this study is “Influence of Korean Wave and Laneige Brands Ambassador (Lee Sung-Kyung) to Consumer Buying Decision in Indonesia.”

1.3 Research Questions Specifically, this study aims to answer the following questions: 1. Is there any influence of Korean Wave to the consumer buying decision toward Laneige skin care products in Indonesia? 2. Is there any influence of Laneige brands ambassador to consumer buying decision toward the Laneige skin care product in Indonesia? 3. Is there any influence of Korean Wave and Brand Ambassador Laneige toward consumer buying decision in Indonesia?

1.4 Research Objectives Based on the preceding research questions, the research objective of study are: 1. To find out if there are any influence of Korean wave to the consumer buying decision toward Laneige skin care product in Indonesia. 2. To find out if there are any influence of Laneige Brands Ambassador toward buying Laneige skin care product in Indonesia. 3. To find out if a Korean Wave and Brands Ambassador can influence to Laneige toward consumer buying decision in Indonesia. 1.5 Significant of Study 1.5.2 Significance Study For Future Research:

This research can widen readers’ knowledge about the consumer buying decision toward the influence. This research also can be a reference for other author that conducts similar research.

1.5.3 Significance Study For Company:

It is really important for company to know about the impact of brand ambassador to the consumer buying decision toward the influence so the company can have reference for beauty product company to increase the awareness of influence of the market in Indonesia, and how consumer buying decision toward the brand ambassador its self.

1.6 Limitations

The limitations which are including in this research are:

Since Indonesia already gets the influence of Korean wave and not only young people but it also influence to adult people in Indonesia. The respondents of this research will be people who know about Korean Wave, such as K-drama, K-pop and K-beauty and people who use Korean Skin care especially for Laneige. So, the respondents are mostly people who live in Indonesia.

1.7 Thesis Organization

Chapter 1: Introduction. In this chapter will contain introduction and an overview discussed through the background of problem, the introduction of Korean cosmetics industry and about Laneige which is the subject of this study. There is also a statement of problem, researches question, and researches objectives. And there are significance of study and limitations of problems and discussion in this study include this chapter.

Chapter 2: Literature Review. This chapter contains the literature review of each variable and journal, in this chapter also explain about research gap.

Chapter 3: Methodology. This chapter contains an explanation of the object research, variables which contain in this research, what methods that this research use, and methods of data collection and data analysis methods used to analyze data after data meet the requirements.

Chapter 4: Research result and Discussions. In this chapter that will be the discussion that contained of pre-test result and the real result analysis.

Chapter 5: Conclusion and Recommendation. In this last chapter, it will contain the convulsion of research based on the discussion from the previous chapters and the recommendation of the research.

Chapter 2 LITERATURE REVIEW

2.1 LITERATURE REVIEW 2.1.1 THE ADVANCE OF KOREAN WAVE Korean wave is the term coined by the Chinese media for the first time to describe the sudden surge in the popularity of Korean culture in China in 2001 (Hogarth, 2013). Korean wave are includes drama, music, fashion, and its hot cultural change and trend especially in Asian. The Korean wave has influence to foreign tourism in Korea.

However, Korean wave defined as the cultural phenomenon in which are people admire, follow, and learn K-pop culture (Kim, 2012). According to global diffusion of culture has attracted more attention to images of nations and expanding consumer market globally (Xu et al., 2014).

Korean wave success can be found in quality of the contents. Instead that the success factors of Korean drama were high quality, beauty, the combination of modernity and tradition, cheap copy, skillful storytelling, human theme, and the modern image of male and female (Hogarth, 2013). The new market will be opened for the large-scale export which contains the Korean culture products and will affect the economic situation of the other Asian countries that strive by Hallyu. The trends will be changed from the expensive western imports to the affordable Korean products (Lee S. J., 2011).

However, Korean stars influence and attractiveness cannot be ignored. Their Personal Attractiveness gets many Asian consumers in front of television. As a result, without analyzing the famous Korean star, it is not possible to understand the Korean wave trend. Celebrity worship is a significant behavioral phenomenon that dominates some people’s lives.

Now day Korean Star are idols to be worshiped by Asian people (Lee, 2015).

2.1.1.1 COUNTRY OF ORIGIN

Country of origin means country of manufacturer’s products or brand is associated with its home country. Country of origin also can be defined as the picture of reputation, stereotype that businessmen and consumer attach to products of specific country. It also can be consumer perception toward the product of brand (Tjoe & Kim, 2016).

Can be concluded that Country of Origin also can influence the consumer perception toward a product or a brand based on the country origin that could influence consumer evaluation on the product itself. Consumer usually concluded that Country of Origin as requirement to assess quality of the product. Consumer hold culture stereotype of country that will influence their assessment of the product (Gautama, 2013).

Country of Origin also has advantages and disadvantages for a brand. For a brand coming from home country with good quality image, this could be advantages. Meanwhile, for brand coming from home country with poor quality image, this is could be disadvantage of the brand itself (Gautama, 2013).

2.1.1.2 WORD OF MOUTH

Word of Mouth defined as method of communication between two non- commercial people about negative or positive statement that made by consumers experiences about a product (Taylor et al., 2012).The benefits of word of mouth are the higher of consumer’s evaluation of the brand itself and value of consistency through commitments would be word of mouth marketing (Larasati & Hananto, 2012).

Word of Mouth trend developed firstly through face to face communication’s way that now also available by all the technologies together with the Internet (Fakharyan et al., 2012). Word of Mouth also called Electronic Word of Mouth (E-WOM) can be originating in effective communities: Consumer reviews, blogs, forums, and social networks (Fan & Miao, 2012).

2.1.2 BRANDING

Branding is a brand name, terms, design, symbol, or any other feature that identifies one seller’s good or service from those or other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller (Kotler, 2012).

Broadly, a product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas (Kotler& Keller, 2012). In this era consumer choice is not just based on much more than just pricing, people need to be sold their emotions not just their wallets, Branding should make it clear as to why consumer should care and why they should choose your company or your competitor. Good branding will give consumer a reason to care about brand, company, and products.

Creating differences is what branding is all about (Kotler& Keller, 2012). factor that influence the formation of brand value are name and logo’s awareness, consumer loyalty, quality which is comes with a brand image to attach the brands. Brand makes the product attractive in costumer and promise with quality of product, success and well-known brand creates added value for the product. Kapferer (2012) define that a brand as a name with power to influence. A brand can have a name that is easily pronounceable and spontaneously evokes desirable association, but a name to become a brand it needs to command trust, respect, engagement

and passion. Brands must convey trust, certitude and emotion as well as be a risk reducer. Perceived risk could be experiental, economic, functional, psychological or social. This is why it takes so much time to build a brand awareness, trust and emotional bonding. The product or service, together with people at points of contact with the market, places, price, communication make a name acquire power of a brand. These are source of cumulative brand experience.

Figure 2.1: The Brand System Source: Kapferer (2012)

2.1.3 Brand Ambassador Brand ambassador is someone who respective to your brand and inform the message to your consumers. President of Keds, Chris Lindner, told that first step to get a great brand ambassador is to develop an important partnership with that person and make sure his or her goals and values tied to the brand and the success of brand can actually depend on the presence of a spokesperson or a brand ambassador (Hayzlett, 2015).

Brand Ambassador is a new marketing strategy by using marketing mix, it is a new challenge for marketer to create the scenario. In modern market, without Brand Ambassador it is difficult to enter the market and sell the product. Now Brand Ambassador is one of marketing strategy, marketer will select right person for the product and maintain stability in the

competitive world. Brand Ambassador will explain the usage of the product and benefits of the product.

Based on McKinney (2014), a brands ambassador is someone who represents a brand in positive way. Brand ambassador duty is to express the message of company to the consumers. A brand ambassador is also known person who uses their fame to promote a product or service of the company. Usually organizations use celebrities in their marketing in hopes that it will drive up sales and ultimately have a positive impact on their profits.

A celebrity used to impact credibility values to a brand, but the celebrity needs to match product. A good brand has a campaign idea and an intrinsic link between the celebrity and a massage are musts for a success campaign. A celebrity is good in generating attention, recall and positive attitude towards advertising provided that they are supporting a good idea and there are an explicit fit between celebrity and brand.

There are a lot of brand using brand ambassadors for their products. The objectives were to make brand recognition, association and emotional unity with the target group. Therefore, make tremendous sense for a brand to procure a celebrity.

2.1.4 Consumer Decision According to Solomon (2013), Consumer decision making is a central part of consumer behavior, but the way consumer evaluate and choose products varies widely (Table 2.1).

Problem Recognition Consumer will indentifying what they needs

Information Search After that, the consumer will find the information about the product

Evaluation of Alternatives Consumer will compare the product with others brand

Product Choice Consumer will choices the product and repurchase the product

Outcomes Consumer will use it

Table 2.1: Stages in Consumer Decision Source: Solomon (2013) Social factor has effect to the consumer behavior. Every individual has someone around to influencing their buying decision. The important social factors are: reference groups, family, role and status (Perreau F. , 2014). Consumer behavior also can influence to the product image of individual perfection and can evaluating the products brands and services.

Belch & Belch (2017) defined that consumer behavior as a process ad activities from consumer when searching for selecting, purchasing, using, evaluating and disposing of product and services so as to satisfy their needs and desire.

According to Bhasin (2017) there are many factor that can affect consumer buying decision, one of them is Personal factor which is affect to consumer buying decision. Personal factors that including Age, Occupation and Income, Life Style, and Personality (Internal Psychological traits: Self-confidence, dominance, autonomy, sociability, defensiveness, adaptability, and emotional stability).

2.2 Previous Research

Name Title of Dependent Independent Result Research Variable Variable Anggreyni The Influence Brand Consumer Popularity of Y. of Indonesian Ambassador Buying brand Bachrun Celebrity Brand Behavior ambassador (2015) Ambassador on has significant Consumer influence to Buying consumer Behavior of believe to Female Beauty consumer Products buying decision of the product itself. Won-jun The Effect of 1. Korean Revisit Korean Star’s Lee (2015) the Korean Star Intention major Wave (Hallyu) 2. Audience characteristic star and Characteri can be a source Receiver stic of a fan’s Characteristics attitude toward on T.V Drama Korean Statisfaction television and Intention to drama. Korea Revisit drama fans in chine believe that Korean stars are attractive and reliable and those personal characteristics affect satisfaction. FandyZen The Effect of 1. Country Purchase Image of asTjoe& Korean Wave Image Intention Korea and Kyung on Consumer’s 2. Cultural Korean Tae Kim Purchase Image cultural wave (2016) Intention of have positively Korean significant Cosmetics relationship Product in with the image Indonesia of Korean country origin. Image of country and its cultural cannot

affect to ethnocentric judgment toward foreign product. Massoud Repurchase 1. Purchase Repurchase Purchase price Moslehpo Intention of Price Intention can influence ur& Wing- Korean beauty 2. Word of repurchase Keung products among Mouth intention in Wong Taiwanese 3. County of beauty product &Kien Consumers Origin industry and Van Pham Purchase price &Carrine is the most K. Aulia factors on (2016) consumer buying the product. Word of mouth influenced to the purchase price because when consumer fell the price of the product is reasonable and has a good quality and value, they tend to share the information to their friends. And Country of Origin has a significant influence on repurchase intention, consumer will consider the image of the country where the product made before their buying the product. Shaista Influence of 1. Physical Purchase Celebrity

Kamal Celebrity Appearanc Intention endorsement Khan Endorsement on e has strongly &Aroobah Consumer 2. Expertise effect on Rukhsar& Purchase 3. Trust marketing Maria Intention Worthines creation but is Shoaib s not necessary (2016) 4. Congruity to hire expensive celebrity to achieve aspiration in Pakistan

2.3 Research Gap

Even though this research has the same topic with the previous research, but the still a different of the research such as the celebrity of brand ambassador, the product of the researcher, the previous researcher not use significant brand meanwhile this research use the significant brand and the place of research conducted.

Chapter 3 METHODOLOGY

3.1 Theoretical Framework

Korean Wave (X1) H1 Consumer Buying Decision (Y)

Brand H2 Ambassador (X2)

Figure 3.1 Theoretical Framework Source: Constructed by Researcher (2018)

3.2 Hypothesis

Ho1: There is no significant influence of Korean Wave towards consumer buying decision to Laneige product in Indonesia.

Ha1: There is significant influence of Korean Wave towards consumer buying decision to Laneige product in Indonesia.

Ho2: There is no significant influence of Brand Ambassador towards consumer buying decision to Laneige product in Indonesia.

Ha2: There is significant influence of Brand Ambassador towards consumer buying decision to Laneige product in Indonesia.

Ho3: There are no significant influences of Korean wave and Brand Ambassador to Laneige toward consumer buying decision in Indonesia.

Ha3: There are significant influences of Korean wave and Brand Ambassador to Laneige toward consumer buying decision in Indonesia.

3.3 Operational Definitions

No Variable Definition Indicator Descriptor Scal e 1 Korean Popularity of 1. Country of 1. Country of Like Wave Korean Wave Origin Origin rt (X1) starts from 2. Word of influenced to Scal several TV Mouth consumer e dramas, such as (Moslehpour et al, assessment of Winter Sonata, 2015). product quality Daejanggeum or brand and Autumn in (Parkvithee & My Heart, Miranda, 2012). which consider as the pioneer 2. Word of Mouth of Korean is a consumer cultural review of a products (Hong product and & Kim, 2013) share their thought through social media or personal communications (Tam & Khoung, 2016).

2 Brand Brand 1. Popularity 1. Popularity is the Like Ambassa ambassadors 2. Credibility level of famous rt dor (X2) influences on 3. Believability celebrity across Scal

their (Bachrun, 2015). the consumer e consumers by mind (Bachrun, communicating 2015). in an effective way and 2. Credibility is the customers start level where that consumer see a endorsement as source has one the knowledge, indicator of the expertise, or superior quality experience for any other relevant and brand (Goutam, reliable source to 2013). provide objective information (Bachrun, 2015).

3. Believability is how honest the celebrity about what he/she says about the product or brand (Bachrun, 2015). 3 Consume Buying 1. Social factors 1. Social factors Like r Buying decision is 2. Personal affect to rt Decision consumer factors consumer Scal (Y) behavior that 3. Psychological behavior or e showed by factors significantly. decision units (Lautiainen, 2015) Every people in the buying have someone

product or who influence to service. Buying their buying decision also is decisions, such the making as family, process and friends, and physical role(Perreau F. , activity 2014). individuals engage when 2. Personal Factors evaluating, is individual acquiring using decision that or disposing of influenced by goods and personal factor, service such as age, (Solomon, occupation, 2013). lifestyle, self- concept and etc., (Lautiainen, 2015).

3. Psychological factors means consumer has different kind of needs. These needs can be biological like thirst or psychological arising from need of

recognition (Lautiainen, 2015).

3.4 Research Design

Researcher use a Likert Scale study to measure the questionnaire. Questionnaire instrument to be used is the Likert scale 5 points, with the interval level of measurements as follows, (1) Strongly Agree, (2) Agree, (3) Neither agree or disagree, (4) Disagree, (5) Strongly Disagree. According to Boone & Boone (2012), A combination of these items is used to provide a quantitative measure of a character or personality trait. In general, researchers are only interested in composite values that present certain character traits or personalities.

3.5 Sampling Design

There are 2 types of sample design which are non-probability sampling and probability sampling. Non-probability sampling is a researcher may not be able are about generalizing to larger population. The validity of non-probability samples can be increased by trying to approximate random selection and by eliminating as many source of bias as possible, meanwhile probability sampling is by selected in a way as to be representative of population(Crossman, 2018).

3.5.1 Population

Population refers to entire group of people, events, or things of interests that researcher wishes to investigate (Sekaran, 2010). The population under this study will only focus on people who use Laneige skin care product in Indonesia.

3.5.2 Sample Size

According to Santoso (2010), sample size can be calculated based on the formula below: N = 5 x Q

Information:

N = Sample size

Q = Number of questions

3.6 Pre-test

In this study, researcher use primary data in doing this pre-test. To determine the validity and reliability of the questionnaire that has been arranged. According to Sekaran & Bougie (2013), primary data refers to direct information obtained by researchers on interest variable that have a goal for particular study. In general, sample sizes for trials are between 30 and 500 respondents. In this study will conducting pre-test by spread 30 questionnaire to 30 random respondents in purpose to know and whether the question can be used or not for research instrument both validity test and reliability test done.

3.6.1 Validity test

According to Sarjono & Julianita(2011), the level of validity can be measure by comparing value in the corrected item-Total correlation with r table value with previous for degree of freedom:

Df = n-2

Df = Degree of freedom n= number of respondent

In this study researcher choose Pearson Correlation using SPSS 22.0 software to assist researcher to meeting the requirements of instrument validity. The purpose of validity test is to know whether the statement of questionnaire is valid or not. The validity variable comes from if the significance level is >α (0.05). Otherwise if r is lower than r-table, so it can be said to be invalid and needs to be removed from questionnaire(Cohen, 2013). Data can be said as valid respondent who has become target of the researcher.

3.6.2 Reliability test

Reliability is the ability of measurement instrument by testing for consistency and stability. Cronbach’s Alpha is used as the formula to determine how the items in a set are positively correlated to one another. The value which is close to 1 then reliability is higher that consistency reliability (Sekaran & Bougie, 2010). To measure reliability in this research, researcher use SPSS software. According to Sarjono & Julianita (2011), a questionnaire can be said reliable if the Cronbach’s Alpha value is greater than 0.7.

Cronbach’s Alpha Internal Consistency α ≥ 0.9 Excellent 0.8 ≤ α < 0.9 Good 0.7 ≤ α < 0.8 Acceptable Table 3.1: Cronbach’s Alpha Source: Sarjono & Julianita (2011)

3.7 Classic Assumption

According to Santoso (2010), classical assumption test can be defined as the factual necessities that must be met in multiple linear regressions, keeping in mind the end goal to utilize multiple regression models, classical assumption test should be actualized, for example, normality testing, multiconllinearity testing, and heteroscedasticity testing.

3.7.1 Normality Test

The test also performed with the aim of testing whether in the regression model. Dependent variable and independent variable both have a normal distribution or not. Normality testing obtained from the normal probability plot chart. In principle normality can be realize by looking at the spread of data on diagonal axis of graph or by looking at the histogram of residual. There are two basic of normality test. First, if the data spread around the diagonal line and follow direction of diagonal line or histogram graph shows the normal distribution patterns, the regression model meets the assumption of normality. And second, if

the data spread far from the diagonal or does not follow direction of pattern the regression model does not meet assumption of normality(Santoso, 2010).

3.7.2 Multicollinearity test

Multicollinearity test was conducted with the aim test whether regression model found a correlation between independent variables (independent). If there is a correlation between independent variables, then there is a multicollinearity problem in the regression model(Santoso, 2010).

1. Analyze the correlation matrix of the independent variables. If there is a relatively high correlation between independent variables (generally above 0.90), then this is an indication of multicollinearity. 2. Multicollinearity can also be seen from the tolerance and variance inflation factor (VIF). If VIF is more than 10 then there is multicollinearity.

3.7.3 Heteroscedasticity test

According to(David, 2017), in the regression model, if there is a Heteroscedasticity then standard variance and error will tend to increase because the t value will not be lower than the actual t value. The consequence of the result can be lead to a T-test and an inaccurate F test and fail to reject the null hypothesis. A simple test for heteroscedasticity is to plan the standardized residue on the vertical axis of dependent variable on horizontal axis. The plot will appear to spread randomly when there is no Heteroscedasticity and vice versa.

3.8 Multiple Regression

Hypothesis testing in this research use multiple regression analysis, that is tool to determine influence value of two independent variable or more to one dependent variable (to prove the existence of functional relation or causal relation of two or more independent variable X1, X2, ... Xi against one variable bound to Y). The formula as written below: Y= a + b1X1 + b2X2 + e

Where: Y defined as dependent variable (Consumer Buying Decisions) X1 = coefficient of variable (Korean Wave) X2 = coefficient of variable (Brand Ambassador)

3.9 Hypothesis Testing

3.9.1 T-test According to Levine et al (2013), the purpose of the T-test is to test the overall multiple regression model so that it can know whether or not there is a significant relationship between the dependent variable and the independent variable. If T test indicates that the level of significance is less than (<0.5), that means Rejecting H0 occurs and it can be interpreted that the relationship between variables does exist, or vice versa.

3.9.2 F-test F-Test is used to statistically test the null hypothesis that there is no linear relationship between X and y variables (β = 0). The value of F-counted will determine whether the hypothesis is accepted or rejected. The researcher used level of significant α = 5%. If the significant value is greater than significant level, then all independent variables have no significant impact on the dependent variable. Otherwise, if the significant value is less than significant level, then all independent variables has a significant impact on the dependent variable (Levine et al, 2013).

3.9.3 Coefficient of Determination Analysis (R2 Test) According to Santoso (2010), coefficient of determination is a value indicating the magnitude of the changes that occur due to other variables. The coefficient of determination is expressed in R2. The coefficient of determination (R2) measures how far the model's ability to explain the variation of the dependent variable. The value of the determinant coefficient is between zero and one. The smallest Adjusted R2 value means the ability of the independent variables to explain the dependent variable is very limited. A value close to one means the independent

variables provide almost all the information needed to predict the dependent variable. Sugiyono (2011), stated that the equation of coefficient of determination is as follows. Formula 3.2 Coefficient of Determination

CD = R2 x 100%

Where: CD = coefficient of determination R2 = coefficient correlation (adjusted R-square) 100% = Constanta

Chapter 4 RESULT & DISCUSSION

4.1 Descriptive Analysis

This chapter discuss about result of validity test, reliability test, demographic profile of respondents, descriptive statistics analysis, inferential analysis, hypothesis testing, multiple regression analysis, and coefficient of determinants. The researcher use quantitative method by spread the questionnaire. The researcher used online questionnaire and was spread in social media.

4.1.1 Validity Test

The researcher had done pre-test with spread the questionnaire to 30 people to find out whether questionnaire is valid and reliable. The finding of pre-test is shown in the Table 4.1 below:

Table 4.1: Validity Test Source: Constructed by Researcher using SPSS (2018) Variable Indicator R-Table R-Computed Status Value Value Korean Wave KW1 0.361 0.835 Valid KW2 0.361 0.838 Valid KW3 0.361 0.104 Not- Valid KW4 0.361 0.688 Valid KW5 0.361 0.838 Valid KW6 0.361 0.371 Valid Brand Ambassador BA1 0.361 0.713 Valid BA2 0.361 0.467 Valid BA3 0.361 0.696 Valid Consumer Buying CBD1 0.361 0.625 Valid Decision CBD2 0.361 0.692 Valid CBD3 0.361 0.760 Valid

Based on Table 4.1, R-computed value was 0.361 for all of statement in both independent variables and dependent variables are higher than the R-Computed. Therefore, statement in the questionnaire from 2 independent variables and there is 1 statement in Korean wave was not valid. So, the not valid question will be deleted.

4.1.2 Reliability Test

After validity test, researcher conducted Reliability test by using the same data. The purpose is to indicate stability and consistency of both independent variable and dependent variable with the concept of the research. The result of Reliability test is shown below.

Variable Cronbach’s N of Reliability Consistency Alpha Items Korean Wave 0.766 6 Acceptable (0.7 ≤ α < 0.8) Brands Ambassador 0.714 3 Acceptable (0.7 ≤ α < 0.8) Consumer Buying 0.766 3 Acceptable (0.7 ≤ α < Decision 0.8) Table 4.2: Reliability Test Source: Constructed by Researcher using SPSS (2018) Based on Table 4.2, Independent Variables and dependent Variable show favorable result with “Acceptable” for Korean Wave, Brands Ambassador and Consumer Buying Decision. Therefore, the statements of independent variables and dependent variable in questionnaire are reliable, means the respondents have similar interpretation toward the statement.

4.2 Demographic Profiles 4.2.1 Gender

From Graph 4.1, the total respondents are 275 respondents. Seeing the proportion shown in the Graph 4.1, all the respondents are female who use Laneige skin care product.

Gender

Male Female

100%

Graph 4.1: Gender Source: Constructed by Researcher using SPSS (2018) 4.2.2 Age

In this research, there is no respondent for the age above 30 years old, and only 1% that respondent for age 28-30 years old and follow by 19% respondent for age 23-27 years old and the last, 80% respondents are from 18-22 years old. So, the majority age that join in the questionnaire in this research are mostly young adult (18-22 years old).

Age

1% 0%

19% 18-22 years old 23-27 years old 28-30 years old above 30 years old 80%

Graph 4.2: Age of Respondent Source: Constructed by Researcher using SPSS (2018)

4.2.3 Occupation

Graph 4.3 show that the occupation of respondent from this questionnaire. Occupation of the respondent mostly university student with 85% and the other respondent with 13% are professional and the rest with 2% is entrepeneuer.

Occupation

0% 2%

13% University Student Professionnal House Wife Entrepeneuer 85%

Graph 4.3: Occupation of Respondent Source: Constructed by Researcher using SPSS (2018)

4.2.4 Monthly Income

Based on the pie chart above in Graph 4.4, which talking about the respondents’ income, most of the respondent’s income is around Rp. 1.000.001 until Rp. 3.000.000 with 43% and there is 39% who are getting monthly income above Rp. 1.000.000 per month. And another 15% of respondents are getting their monthly income around Rp. 3,000,001 until Rp. 5,000,000. And the rest 3% are getting monthly income around Rp. 5.000.001 until Rp. 10.000.000.

Monthly Income 3% 0% < Rp. 1.000.000

15% Rp. 1.000.001 - 39% Rp.3.000.000 Rp. 3.000.001 - Rp. 5.000.000

43% Rp. 5.000.001 - Rp. 10.000.000 > Rp. 10.000.000

Graph 4.4: Monthly Income of Respondent Source: Constructed by Researcher using SPSS (2018) 4.2.5 Country of Residence:

According to Graph 4.5 below, showed that the country of residence of the respondent, because researcher do research for consumer buying decision in Indonesia. So, all of the respondents are only people who live in Indonesia.

Country of Residence

Indonesia Non-Indonesia

100%

Graph 4.5: Country of Residence of Respondent Source: Constructed by Researcher using SPSS (2018) 4.2.6 What do you like from Korean Wave?

Graph 4.6 showed what the respondents like from Korean Wave. Respondents like K-pop and mostly of them also choose K-beauty and the other respondents also choose K-drama and K- food with 60 % and the rest K-culture with 40%.

What do you like from Korean Wave?

13% K-pop 25% K-drama 19% K-beauty 20% K-food 23% K-culture

Graph 4.6: What Respondent Like From Korean Wave? Source: Constructed by Researcher using SPSS (2018)

4.2.7 Do you consider yourself as a frequent user of Laneige skin care products?

Graph 4.7 showed how often the respondent use Laneige skin care products. They mostly choose that they use it but not every day (46%) and some of them use it with multiple product from Laneige (37%) and then the rest only use the basic one (17%).

Do you consider yourself as a frequent user of Laneige skin care

products? Yes, I use multiple Laneige skin care products everyday 17% Yes, I use them but not 37% everyday

46% No, I only use the basic ones (cleansing, toner and moisturizer)

Graph 4.7: How Often Respondent Use Laneige Skin Care Products Source: Constructed by Researcher using SPSS (2018)

4.2.8 How much do you usually spend for Laneige skin care products each month?

Graph 4.8 showed how much the respondent usually spend for Laneige skin care product. The most of them choose that they spend for Rp. 100.001 until Rp. 300.000 to buy Laneige skin care product and 29% respondent choose below Rp. 100.000 that they spend for buying Laniege skin care product and 13% choose Rp. 300.001 until Rp. 500.000 that they spend for buying Laneige skin care product and only 3% of them that spend above Rp. 500.000 to spend their money to buying Laneige skin care product.

How much do you usually spend for Laneige skin care products each month? < Rp. 100.000 3% Rp. 100.001 - Rp. 13% 29% 300.000 Rp. 300.001 - Rp. 500.000 55% > Rp. 500.000

Graph 4.8: How Much Respondents Spend for Laneige Skin Care Product Source: Constructed by Researcher using SPSS (2018)

4.2.9 How do you know Laneige skin care products?

Graph 4.9 showed how the respondents know Laneige skin care products. The most of them choose that they know Laneige from Internets (Blogs, Facebook, Instagram, Youtube, Twitter, etc.,) with 34% and the respondent also know Laneige skin care products from Online shop and Korean drama (23%) and they also know Laneige skin care from their friends (12%) and other know from magazine (5%) and television (3%).

How do you know Laneige Skin Care products?

Internet (Blogs, Facebook, Instagram, Youtube, Twitter, etc.,) Korean Drama 23% 34% Friends

3% Magazines 5% Television 12% 23% Online Shop

Graph 4.9: How Respondent knowLaneige Skin Care Products Source: Constructed by Researcher using SPSS (2018)

4.2.10 How often do you purchase Laneige skin care products?

Graph 4.10 show that how often the respondent purchase Laneige skin care products. The result of this question is mostly the respondent purchase Laneige skin care product when they need it (67%) and then some of respondent purchase Laneige skin care product once a month (27%) and the rest choose twice a month (6%).

How often do you purchase Laneige skin care products?

Once a month Twice a month Only when I need it

27%

67% 6%

Graph 4.10: Age of Respondents Source: Constructed by Researcher using SPSS (2018)

4.2.11 How do you buy Laneige skin care products?

Graph 4.11 showed how the respondent/consumer buy Laneige skin care product. Most of respondent buy Laneige skin care product in online shop (82%) and the rest said they bought it in offline store (18%).

How do you buy Laneige skin care products?

Online Shop Offline Shop

18%

82%

Graph 4.11: How Respondent Buy Laneige Skin Care Product Source: Constructed by Researcher using SPSS (2018)

4.2.12 What are your reason of buying Laneige skin care products?

In this Graph 4.12 Show that the reasons why respondent buy Laneige skin care product. The respondent mostly said because of the quality of product itself with 26%, and18% of respondent said because recommendation from others, and 15% said that respondent choose is Laneige skin care product suit to their skin, and 9% of respondent said because of the brand itself, and 6% of the respondent said because of brand ambassador and reasonable price and 7% of respondent said because the laneige skin care product are modern and trendy and then last with 3% respondent said because Laneige attractive packaging, Laneige country of origin, and Laneige use advanced technology.

What are your reasons of buying Laneige skin care

products? Reasonable Price

Laneige's Brand 3% 3% Laneige's Brand Ambassador Lee Sung-Kyung

6% Quality of Products 4% 7% 9% Laneige skin care product suit with my skin 6% type Laneige Advertisement

18% Recommendation by others

26% Laneige use Advanced Tehnology Laneige skin care products are modern and 15% trendy 3% Laneige Country of Origin

Laneige attractive packaging

Graph 4.12: Respondent Reasons to buy Laneige Skin Care Product Source: Constructed by Researcher using SPSS (2018)

4.3 Descriptive Statistic Analysis

Descriptive analysis showed mean and standard deviation of independent variable (Korean Wave and Brand Ambassador) and dependent variable (Consumer Buying Decision) according to the respondent.

N Minimum Maximum Mean Std. Deviation KW 275 3.00 14.00 10.5673 2.17442 BA 275 3.00 12.00 18.0364 3.12258 CBD 275 3.00 13.00 7.4618 1.59189 Valid N (listwise) 275 Table 4.3: Descriptive Statistic Analysis Source: Constructed by Researcher using SPSS (2018) From the Table 4.3 above, the most dominant influence of independent variable toward dependent variable can be seen from the variable total mean. The highest mean is the indicator of high agreement on the question given to the respondent. The variable with the highest mean is Brand Ambassador (KW) with mean 18.0364 and the rest of independent along with dependent variable are all lower than 18.0364. The result indicated that Brand Ambassador influence toward the Consumer buying decision.

4.4 Inferential Analysis 4.4.1 Classical Assumption Test

Specifically, with a goal to utilize Multiple Regression models, Classical Assumption Test should be executed. There are basically several analysis of Classical Assumption Test which is must be performed, there are Normality Test, Heteroscedacity Test, and Multicollinearity Test.

4.4.1.1 Normality Test

Figure 4.1: Histogram – Normality Test Source: Constructed by Researcher using SPSS (2018) Normality Test used to basically test which are independent variable and dependent variable on resulting regression question. The result is either normally distributed or not distributed normally. The commencement of analysis is by observing the Histogram and P-Plot. Figure 4.1: there is a bell shaped line. This means that the data have variation of value that makes it normally distributed.

4.4.1.1.1 Normal P-P Plot of Regression Standardized Residual

Figure 4.2, The P-Plot that demonstrate information spread in around the corner to corners line and takes after the heading of the inclining line. This implies

respondents filled the circulated poll or questionnaires normally. So, it can be conclude that the information of regression model is meeting the supposition of Normality.

Figure 4.2: P-Plot Chart – Normality Test Source: Constructed by Researcher using SPSS (2018) 4.4.1.2 Heteroscedasicity Tests

Heteroscedacity test is to understand whether there is any same variance in residual data or not. If sots are spread widely then the multiple regression equation is good since the residual has different variance. But if there is a clear pattern then the variance residues might have similar variance, which is bad. The data below showed that (Figure 4.3), the dots are not looking like clear pattern. Therefore, the data has different variance, which is good.

Figure 4.3: Scatterplot – Heteroscedacity Test Source: Constructed by Researcher using SPSS (2018)

4.4.1.3 Multicollinearity Test

Multicollinearity test is to check whether a regression model has correlation between/among independent variables or not. Multicollinearity itself is a phenomenon that indicates variables of multiple regression models are highly correlated. Regression model variables are not has correlation with each other. Important indicator in this test is Variance Inflation Factor (VIF) and tolerance. VIF value is always start from 1 and no upper bound, Tolerance > 0.1 and VIF < 10 = Multicollinearity.

The data below (Table 4.4), showed that all variable have tolerance higher than 0.1 and VIF (Variance Inflation Factor) less than 10, and the data above (Table 4.4) has no correlation (No Multicollinearity).

Table 4.4: Coefficient Table Source: Constructed by Researcher using SPSS (2018) 4.5 Multiple Regression Analysis

Multiple linear Regression is the most well-known type of regression analysis. In some case Multiple Regressions is utilized as a part of this examination to portray the information and to clarify the relationship between one dependent variable and at least two independent variables (datascienceplus.com, 2016).

Formula:

Y = a + β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + e

Based on Table 4.4: Coefficient Table, the result of multiple regression analysis will interpreted in standardized form of the equation as follows:

Y= 8.475 + 0.370X2

Note:

Y = Consumer Buying Decision

X1 = Korean Wave

X2 = Brand Ambassador

Based on the result on Table 4.4: Coefficient Table, the regression coefficients that are significant (<0.05) is brand ambassador. The description is as follows.

1. The coefficient regression for X1 (Korean wave) obtained the value of 0.361 which is greater than the significant level of 0.05. This indicates

variable of Korean wave has no significant influence toward the dependent variable (Consumer buying decision).

2. The coefficient regression for X2 (Brand ambassador) obtained the value of 0.000 which is lower than the significant. Which means this indicates variable of brand ambassador has significant influence toward the dependent variable (Consumer buying decision).

4.6 Coefficient of Determination

Table 4.5: Table of Coefficient Source: Constructed by Researcher using SPSS (2018) This test is to determine the proportion of percentage of total variation in the depend variable explained by independent variable. As described and show from Table 4.5: the adjusted R square is 0.076 or 7.6%. It means the independent variable influence the dependent variable for 7.6%, while the rest percentage, which is 92.4% is influence by others variable which are not mentioned in the research.

4.7 Hypothesis Testing Result 4.7.1 T-test

T-test is to decided the significant impact in partially between independent variable and dependent variable. To determine whether the independent variable are partially significant or not, researcher should look at significant table above (Table 4.4). If the date result is below significant level (0.05), means the variable is significant and should be accepted.

From the significant table above (Table 4.4), only one independent variable is significant and the other one independent variable is not significant. Therefore, Ha and Ho should be accepted for 2 variable which is reliability variable.

Hypothesis accepted:

1. Ho1: There is no significant influence of Korean Wave toward consumer buying decision to Laneige skin care products in Indonesia. 2. Ha2: There is significant influence of Brand Ambassador toward consumer buying decision to Laneige skin care products. 3. Ho3: There is no significant influence of Korean Wave and Brand Ambassador to Laneige toward consumer buying decision.

4.7.2 F-test F-test is use to determine whether the independent variable have significant result on dependent variable simultaneously. The hypothesis can be explained as:

1. Ho1 (β = 0): Null hypothesis is accepted if the significance of F value greater than 0.05. If this kind of value appears in the result, all independent variables (Korean Wave and Brand Ambassador) have no significant influence to Consumer Buying Decision to Laneige skin care productin Indonesia. 2. Ha1 (β ≠ 0): Alternative hypothesis is accepted if the significance of F value less than 0.05. If this kind of value appears, then all independent variables (Korean Wave and Brand Ambassador) have significant influence to the Consumer Buying Decision to Laneige skin care product in Indonesia.

Table 4.6: Coefficient of Determination Source: Constructed by Researcher using SPSS (2018) From the data above, the significant result is 0.000, it means that the F value is greater significant level, which is 0.05. As the result is greater than significant level therefore, the data above (Table 4.6) that there is significant influence between independent variable with consumer buying decision.

4.8 Discussions 4.8.1 Korean wave (X1) toward Consumer Buying Decision (Y)

Hypothesis 1 test result that Korean wave variable gives no influence toward consumer buying decision of Laneige skin care products. It can be seen from T- test result of Korean wave is 0.914 with significant level is 0.361, which is greater than 0.05. This means there is no significant influence from Korean wave toward consumer buying decision to Laneige product in Indonesia.

According to Tjoe & Kim (2016), Country origin has indirect effect toward intention to purchase product and when the consumer arguing familiar products, they usually use the same product from the same country. And one of this factor was not fulfilled in Laneige Indonesia, which is there is no influence of Korean wave to consumer buying decision in Indonesia.

4.8.2 Brand Ambassador (X2) toward Consumer Buying Decision (Y)

Hypothesis 2 test show that brand ambassador gives influence to consumer buying decision. It can be seen from T-test result of brand ambassador is 4.467

with significant 0.000, which is lower than 0.05, this means there is significant influence of brand ambassador toward consumer buying decision to Laniege product in Indonesia.

According to Brajesh & Gouranga (2011), current marketing place celebrities have a greater affect that where advertising has been made and how celebrity is acting on that particular advertisement according to the requirements of product and services. And one of this factor also was not fulfilled in Laneige Indonesia, which is there is no influence from brand ambassador (Lee Sung-Kyung) to the consumer buying decision to Laneige product in Indonesia.

Chapter 5 CONCULSION & RECOMMENDATION

5.1 Conculsion

This chapter draws the correlation between two independent variables (Korean wave and brand ambassador) toward dependent variable (consumer buying decision).

1. There is no significant influence of Korean wave and consumer buying decision to Laneige in Indonesia. It can be seen from t-test result of Korean wave is 0.914 with significant level is 0.361, which is greater than 0.05. This means there is no significant influence from Korean wave toward consumer buying decision to Laneige product in Indonesia. 2. There is influence of brand ambassador toward consumer buying decision to Laneige in Indonesia. It can be seen from t-test result of brand ambassador is 4.467 with significant 0.000, which is lower than 0.05, this means there is significant influence of brand ambassador toward consumer buying decision to Laniege product in Indonesia. 3. There is no influence of Korean wave and brand ambassador toward consumer buying decision to Laneige skin care product in Indonesia.

5.2 Recommendation 5.2.1 For Company

The result show, that there is a non-significant influence of Korean wave and consumer buying decision. The respondent can respond about the popularity of Korean wave (K-pop, K-drama, K-beauty and K-culture), but the popularity of Korean wave does not affect to Korean brand itself. The country of origin does not affect to the Laneige skin care product toward consumer buying decision in Indonesia.

Since there are a lot of respondent agree about influence of Laneige brand ambassador (Lee Sung-kyung), it is a good change for the company itself. The marketer of Laneige Indonesia should maintain the marketing strategies to use

celebrity as their brand ambassador, because of popularity, credibility, and believability of brand ambassador can influence to the consumer buying decision to Laneige skin care products in Indonesia.

5.2.1 For Future Researchers According to the result of determination analysis test, the percentage contribution effect of independent variable on the dependent variable is 7.6%. The result indicates there is 92.4% are influenced or explained by others variable not included in this research. For further research related influence of Korean wave and Laneige new brand ambassador to consumer buying decision in Indonesia, the future researcher recommend to use other variables that are not included in the model regression on this research in order to fulfill another 92.4%, for example brand image, brand awareness, price and place.

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APPENDIX

Questionnaire Influence of Korean Wave and Laneige Brands Ambassador (Lee Sung-Kyung) to Consumer Buying Decision in Indonesia

I am Ayudha Tamara. I am a Management student from President University. This survey will help me to collect data for my thesis. The aim of this questionnaire is to investigate the Influence of Korean Wave and Laneige Brands Ambassador (Lee Sung-Kyung) to Consumer Buying Decision in Indonesia. This survey will take only 5 minutes of your time, feel free to express your opinion. Thank you for your valuable time and effort.

Have you ever buy and use Laneige skin care products? a. Yes b. No (You may stop here)

Instruction: Please cross (X) the answer that suit you the most.

Personal Information 1. Age Group: a. 18-22 years old b. 23-27 years old c. 28-30 years old d. Above 30 years old 2. Gender: a. Male b. Female 3. Occupation: a. University Student (S1/S2/S3) b. Professional c. House Wife d. Entrepreneur e. Other, ______4. Monthly income: a. < Rp. 1.000.000 b. Rp. 1.000.000 - 3.000.000 c. Rp. 3.000.001 -5.000.000 d. Rp. 5.000.001 -10.000.000 e. > Rp. 10.000.000 5. Country of residence: a. Indonesian b. Non-Indonesian, ______6. What do you like from Korean Wave? (you can choose > 1 answer) a. K-pop

b. K-drama c. K-beauty d. K-food e. K-culture 7. Do you consider yourself as a frequent user of Laneige skin care products? a. Yes, I use multiple Laneige skin care products everyday b. Yes, I use them but not everyday c. No, I only use the basic ones (Cleansing and toner) 8. How much do you usually spend for Laneige skin care products each month? a. < Rp. 100.000 b. Rp. 100.001 – Rp. 300.000 c. Rp. 300.001 – Rp. 500.000 d. > Rp. 500.000 9. How do you know Laneige skin care products? (You can choose > 1 answer) a. Internet (Blogs, Facebook, Instragram, Youtube, Twitter, etc.,) b. Korean drama c. Friends d. Magazines e. Television f. Online shop g. Campaigns or Public Events h. Others, ______10. How often do you purchase laneige skin care products? a. once a month b. twice a month c. Only when I need it 11. How do you buy Laneige skin care products? a. Online Shop, ______b. Offline Shop, ______12. What are your reasons of buying Laneige skin care products? (you can choose > 1 answer) a. Reasonable price b. Laneige’s Brand c. Laneige’s Brand Ambassador Lee Sung-Kyung d. Quality of products e. Laneige skin care products suit with my skin type f. Laneige Advertisement g. Recommendation by others h. Laneige use Advanced Technology i. Laneige skin care products are modern and trendy j. Laneige Country of Origin k. Laneige attractive packaging

l. Other,

Country of Origin

1. I purchase Korean product from Korea to enhance my self-image, my social status and my pride. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 2. I will form favorable image of Korea in my mind, because I like Korean idols of that country. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 3. I do not purchase Korean products if I don’t like it’s country of origin. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree

Word of Mouth

1. What do you think about the popularity of Korean TV drama, K-pop, K-beauty, and K- pop in Indonesia? 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 2. I ask for advice from the people around me before choosing Korean skin care products. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 3. If I am not satisfied with my skin care products, I warn the people around me about choosing that skin care products. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree

Brand Ambassador

Based on the new brand ambassador of Laneige (Lee Sung-kyu).

1. Brand ambassador advertisement is attract me more than non-Brand ambassador advertisement. a. Brand Ambassador b. Non-Brand Ambassador 2. Does presence Brand ambassador help you recognize the brand? 1. Doesn’t make a different 2. Sightly 3. Neutral 4. Influential 5. Highly Influential 3. Do you consider the believability of Laneige brand ambassador influence your buying decision? 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree

Consumer buying decision

1. I would discuss with others before deciding on the buying of skin care products. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 2. My age, occupation, and lifestyle determine the skin care product I buy. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 3. I would buy skin care product to increase my status symbol and feel belonging to certain group of people. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree

Result of Questionnaire

Consumer Buying Decision Korean Wave (X5) Brand Ambassador (X2) (Y) KW5 KW2 KW3 KW4 KW5 BA5 BA2 BA3 CBD5 CBD2 CBD3 4 4 5 4 3 5 4 3 5 4 4 4 5 2 5 3 5 4 4 5 3 4 5 4 3 4 4 4 3 3 4 4 3 3 4 5 5 3 3 3 5 3 5 3 2 5 4 3 3 4 4 5 4 3 5 3 5 5 3 3 5 5 5 4 5 3 4 4 5 2 5 4 4 5 3 4 4 3 3 4 5 2 3 4 4 4 5 4 3 2 4 4 5 5 5 4 5 3 5 5 3 1 4 3 3 4 3 5 5 4 4 3 2 3 3 3 2 2 4 5 4 5 4 3 3 2 3 4 4 2 2 3 2 5 5 1 5 5 4 5 5 5 4 3 2 4 4 3 2 5 5 5 2 3 5 2 5 2 3 5 2 5 5 5 2 2 5 5 4 4 3 4 4 5 5 2 2 5 5 4 2 5 2 3 4 5 3 3 3 2 5 2 3 5 3 2 2 4 2 5 5 2 5 3 2 2 2 3 4 3 2 5 2 3 5 5 2 2 2 3

3 5 5 3 3 3 2 3 3 2 3 2 5 3 4 5 5 2 4 5 4 1 3 3 4 2 2 3 5 5 4 4 3 4 5 2 4 3 4 4 5 2 2 4 5 3 2 5 4 3 3 1 3 3 5 5 4 5 4 4 4 3 5 2 5 5 4 4 3 4 3 2 3 3 2 5 2 4 3 5 5 4 3 2 3 2 5 3 4 3 5 3 3 2 4 4 3 3 4 4 3 5 3 5 3 2 5 4 5 3 5 1 5 5 4 5 4 5 2 2 4 3 2 5 5 3 4 4 3 5 2 3 4 4 5 3 4 4 5 5 2 2 3 4 3 5 3 4 2 4 5 2 5 3 2 2 5 4 4 5 5 2 3 2 2 2 2 5 2 3 2 3 5 2 2 3 3 3 2 5 4 4 5 3 2 2 3 2 2 5 5 2 2 5 2 5 2 2 3 5 5 5 5 2 4 5 5 2 3 5 5 4 5 4 4 2 4 2 5 5 2 3 4 3 4 4 5 5 5 4 3 2 4 5 4 3 3 4 3 5 4 3 3 3 4 2 4 3 3 2 5 2 2 3 5 4 4 3 2 3 4 4 2 3 3 4 5 4 2 3 2 2 2 3 3

3 3 2 4 4 3 2 4 2 3 4 2 5 5 5 4 3 4 4 5 5 4 5 4 5 3 5 2 5 2 4 2 5 2 5 5 5 2 5 5 4 4 4 4 5 2 2 3 5 4 2 3 3 2 3 2 5 3 2 2 5 4 3 4 2 5 5 3 5 2 3 2 5 2 4 2 3 5 3 5 3 4 5 5 2 3 3 3 3 5 5 4 3 2 5 5 5 5 2 3 4 4 5 3 3 4 4 5 5 5 3 3 5 5 3 3 5 4 5 5 2 3 3 5 4 3 5 5 5 4 5 3 5 5 2 2 5 2 2 4 2 4 2 3 3 2 3 2 3 2 5 5 5 5 3 3 5 5 4 4 5 3 4 4 2 4 3 5 2 4 3 3 3 2 4 4 5 4 5 5 3 3 4 4 2 5 5 3 5 5 4 5 3 5 3 2 2 3 3 3 4 5 2 3 2 3 2 2 3 4 5 3 4 3 4 5 4 5 3 3 5 3 5 4 3 4 5 5 4 4 3 3 4 4 2 3 4 5 3 3 1 4 3 3 5 2 4 5 5 5 4 5 4 2 4 5 2 2 4 4 3 2 3 2 5 5 5 3 2 3 3 2 4 2 5

5 4 5 5 5 4 5 4 4 4 4 2 3 4 3 2 4 3 5 5 4 2 4 5 5 4 5 5 5 5 5 5 4 3 3 4 2 2 3 4 2 5 4 3 4 5 4 3 5 4 4 4 3 4 4 5 5 5 5 5 5 5 4 5 5 1 3 4 5 3 5 5 5 5 4 4 3 1 1 5 2 1 3 4 4 4 5 1 3 4 5 4 4 4 4 3 4 2 3 2 3 4 4 4 5 4 5 4 4 2 1 3 5 4 4 4 5 5 4 5 1 4 5 4 2 5 4 5 5 3 5 3 2 3 2 1 1 3 5 3 2 4 1 4 1 1 1 2 3 3 4 4 3 3 4 5 4 5 2 5 4 5 4 4 3 5 3 4 2 4 3 4 4 3 4 4 1 1 5 4 5 3 4 2 4 5 1 1 3 5 4 2 4 4 2 5 4 1 2 3 5 4 5 3 4 3 3 4 1 1 3 5 2 3 5 5 4 3 5 1 1 4 5 5 3 4 5 4 4 5 2 4 4 4 3 4 5 4 3 4 4 4 3 3 4 4 4 3 3 2 5 4 1 3 4 5 4 4 5 4 4 4 4 3 3 3 3 2 3 4 3 3 4 4 4

5 4 5 5 3 4 3 4 4 5 3 5 3 5 5 3 4 4 5 4 4 5 2 4 1 2 2 5 5 4 5 4 3 2 3 4 2 2 4 5 4 5 5 4 3 2 4 3 5 3 3 3 3 3 4 5 3 5 5 4 4 3 5 4 5 4 3 1 4 3 5 5 5 5 3 4 2 4 3 2 4 3 4 4 4 4 3 3 4 5 5 4 5 4 5 5 5 5 2 2 3 3 2 3 3 4 4 4 3 3 4 3 5 4 3 5 5 3 5 4 2 2 3 4 2 2 3 5 3 3 2 1 3 4 4 3 4 3 5 3 4 4 3 3 4 5 3 4 4 5 3 4 1 3 3 4 4 3 2 4 5 1 3 4 1 4 3 5 4 3 5 5 4 4 5 2 4 5 2 4 3 3 4 2 4 3 3 4 5 3 4 2 3 4 2 4 5 2 4 4 4 4 4 4 4 3 5 4 3 3 4 4 3 4 4 5 4 5 4 4 3 4 3 3 4 4 5 3 5 3 4 4 3 4 4 3 3 4 5 5 5 3 3 4 4 3 4 4 5 4 5 4 5 4 2 3 4 2 4 5 3 5 5 5 3 4 4 3 4 4 5 3 4 3 2

4 3 4 4 4 5 4 3 5 5 1 3 4 2 3 3 4 3 4 5 4 5 4 3 4 4 4 5 4 5 5 3 2 4 3 4 4 3 4 5 4 5 4 3 4 4 5 4 2 5 4 3 5 2 1 5 4 3 4 2 4 4 4 3 4 2 1 2 5 4 5 4 4 5 5 5 3 3 1 5 5 2 3 4 3 2 5 4 3 3 4 4 3 5 5 4 4 4 2 4 5 3 4 3 3 4 3 4 5 5 1 3 5 2 3 3 2 2 4 4 2 3 4 4 2 2 3 4 2 3 5 4 3 3 1 2 2 5 4 5 5 5 3 2 4 5 3 2 4 5 5 4 5 4 5 5 5 5 5 5 4 5 4 4 3 1 4 5 3 2 3 4 4 3 3 4 2 3 4 4 5 5 4 3 4 4 4 4 5 5 2 2 3 5 3 4 4 3 3 3 4 3 5 3 4 4 4 4 2 4 5 4 5 5 5 5 4 3 4 2 5 5 5 3 5 3 4 3 4 4 3 3 4 5 2 1 5 2 4 4 3 3 1 1 5 4 4 3 5 5 5 5 5 3 4 5 4 4 5 4 5 4 5 3 2 3 4 4 4 3 3 5 4 5 2

1 3 5 2 5 2 3 1 3 3 1 4 5 4 1 1 4 3 3 4 4 1 2 3 2 1 2 3 4 3 4 4 4 4 1 1 5 2 4 2 2 5 4 3 4 5 4 2 4 3 4 5 5 4 2 5 3 4 4 5 5 5 5 4 5 3 1 1 5 4 2 4 4 3 5 4 2 1 3 5 4 5 4 4 5 5 4 3 2 3 5 2 3 4 4 5 5 4 3 1 4 5 4 4 5 5 4 4 4 3 3 5 5 5 3 4 4 4 4 4 4 4 5 5 4 5 4 5 3 4 5 3 3 4 4 5 2 4 5 4 5 4 3 4 3 3 4 3 4 5 5 2 4 4 3 2 5 4 3 4 4 4 4 4 3 3 3 4 2 3 4 5 4 5 4 1 1 3 1 2 2 3 3 3 4 3 3 2 2 5 2 2 3 3 4 4 3 3 1 5 5 3 2 4 3 4 4 5 4 4 4 5 5 5 3 4 4 4 4 3 3 2 4 3 2 3 4 2 3 4 3 5 5 5 4 5 3 4 4 3 4 2 4 5 4 2 2 4 5 4 5 5 2 4 3 4 3 5 5 5 4 4 4 1 3 5 5 5 5 4 4 3 3 5 4

4 4 5 3 5 4 5 4 4 3 5 3 5 5 2 1 3 3 3 4 5 4 3 5 5 4 4 3 3 4 3 5 4 4 3 4 4 4 4 3 4 4 4 4 3 1 5 4 4 3 4 4 5 5 4 2 3 4 2 5 3 4 2 5 4 5 1 2 2 1 1 3 4 4 4 5 5 1 2 1 1 2 4 5 4 4 5 3 2 3 4 5 2 5 5 4 1 5 4 2 3 4 2 4 4 4 3 5 4 3 2 3 5 4 5 5 4 3 5 3 4 2 5 5 4 2 4 5 4 5 4 5 1 4 5 4 5 5 5 4 2 4 4 3 2 5 2 3 4 5 5 4 4 5 2 3 5 5 3 3 2 2 4 4 3 2 4 4 5 4 3 5 2 4 4 4 4 4 3 3 4 5 5 5 3 3 4 4 3 3 4 1 4 4 4 5 5 3 3 4 1 3 3 3 4 5 4 5 4 4 5 3 4 3 4 5 3 4 5 4 3 5 3 5 2 3 3 3 3 3 4 1 3 2 4 5 3 5 5 3 4 5 2 2 1 3 1 3 5 3 4 4 5 2 3 3 5 2 3 4 3 3 4 5 3 5 3 3 4 4 5 4 4 4 5

3 2 4 5 3 4 5 5 4 5 5 3 3 1 5 4 4 5 3 3 4 5 3 5 3 4 5 5 5 5 2 4 4 4 2 3 1 3 4 4 3 2 4 5 5 5 4 3 1 3 3 2 3 4 4 5 3 4 4 5 4 4 4 3 3 4 4 5 3 3 5 5 4 3 4 4 3 5 4 5 5 5 4 3 4 3 3 4 5 5 5 4 5 5 5 2 4 4 2 5 3 2 3 5 5 5 4 3 3 4 4 5 1 3 4 5 2 3 4 4 4 3 4 5 3 5 4 1 4 3 3 3 4 3 2 4 5 3 5 3 4 4 4 5 4 3 5 5 4 2 3 4 4 3 4 2 1 4 5 4 3 4 4 4 2 4 4 2 3 5 4 1 4 4 5 2 4 5 3 4 3 4 2 2 4 1 5 4 5 4 5 5 4 3 1 5 3 2 5 4 2 3 2 3 4 3 4 3 3 4 5 5 4 4 5 2 5 4 4 3 2 4 2 3 4 5 5 3 2 1 3 4 5 4 2 4 5 2 4 2 3 2 4 5 3 2 3 3 4 3 2 3 2 5 5 4 5 5 4 3 4 3 2 2 4 4 3 5 4 4 4 5 5 5 5

4 3 4 5 4 4 3 4 3 1 2 4 4 4 4 3 4 4 3 4 2 5 5 4 3 3 4 5 4 5 2 4 2 4 4 2 3 4 4 3 3 3 3 5 5 4 2 4 4 4 2 5 5 4 5 4 4 3 4 3 4 2 5 3 5 5 2 3 3 3 4 4 3 4 2 3 1 5 5 5 4 4 4 3 1 4 1 4 4 5 3 5 5 5 5 4 4 3 4 3 5 2 5 4 4 3 3 4 2 4 3 3 1 5 4 4 2 3 2 1 5 3 4 1 1 3 4 1 5 1 4 1 4 4 4 3 4 4 1 3 1 2 2 2 4 3 3 4 3 4 1 5 4 2 4 4 2 2 5 3 3 5 2 4 4 5 5 3 5 5 5 2 3 4 5 5 4 4 2 5 4 4 3 1 4 1 2 4 4 3 3 5 4 2 3 4 1 5 4 4 3 5 5 4 3 3 2 2 3 5 4 3 5 5 5 3 4 4 1 4 4 4 4 4 4 4 3 5 5 3 3 5 5 3 4 4 5 4 5 4 4 5 5 4 3 3 4 3 3 4 5 3 2 5 4 4 4 5 5 3 3 4 4 3 4 4 3 5 2 5 4 2 4 3 3

5 4 1 4 4 4 3 3 2 3 3 3 3 3 4 5 5 1 3 2 1 2 3 3 3 3 4 4 3 2 2 2 2 3 5 4 4 4 5 3 5 3 1 2 4 4 3 4 4 5 4 4 5 4 5 4 4 3 4 4 5 3 2 3 3 2 4 4 2 2 3 4 3 5 4 5 5 5 5 2 4 3 3 2 5 2 4 2 5 4 1 4 5 4 2 3 3 4 5 4 5 4 4 4 4 1 5 5 3 5 5 3 5 3 3 4 4 4 3 4 5 3 5 4 4 4 4 5 5 2 3 1 3 5 4 3 4 4 4 5 4 3 4 3 4 4 4 3 3 4 3 4 4 4 4 5 4 4 4 5 4 1 4 3 4 4 4 5 4 5 5 4 3 2 2 5 4 5 5 2 5 5 5 2 1 1 1 5 5 3 4 4 3 5 2 1 1 2 5 5 4 4 4 4 3 3 5 2 2 4 4 3 4 1 4 4 3 2 2 4 4 3 4 3 5 4 3 3 4 2 5 5 4 5 3 5 4 4 5 4 2 2 5 4 4 4 5 5 5 4 4 1 5 5 4 5 4 2 4 4 2 2 3 3 2 4 3 5 4 4 5 3 5 2 3

5 4 4 2 4 4 3 4 5 2 4 5 3 4 2 4 4 4 4 3 4 4 4 5 3 5 3 3 4 3 4 4 1 4 5 4 4 5 4 3 4 3 3 3 5 5 4 5 4 3 4 5 4 4 3