Volume 3 Issue 9 (September 2021) PP. 102-122 DOI 10.35631/AIJBES.39008 Copyright © GLOBAL ACADEMIC EXCELLENCE (M) SDN BHD - All rights reserved 102 ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SMES (AIJBES) www.aijbes.com THE ACCULTURATION TO GLOBAL CONSUMER CULTURE TOWARDS PURCHASE DECISION OF SOUTH KOREAN SKINCARE AND COSMETIC PRODUCT Alya Indira Putri 1* , 1 School of Business and Management, Institut Teknologi Bandung, Indonesia Email: alya_indira@sbm-itb@ac.id * Corresponding Author Article Info: Abstract: Article history: Received date: 10.06.2021 Revised date: 13.06.2021 Accepted date: 29.07.2021 Published date: 01.09.2021 To cite this document: Putri, A. I. (2021). The Acculturation to Global Consumer Culture towards Purchase Decision of South Korean Skincare and Cosmetic Product. Advanced International Journal of Business, Entrepreneurship and SMEs, 3 (9), 102-122. DOI: 10.35631/AIJBES.39008. This work is licensed under CC BY 4.0 The development of the globalization era encourages the dissemination of information and beauty trends from South Korea in Indonesia. To be accepted by the Indonesian market, South Korean beauty companies need to consider the acculturation aspects, because it is one of the primary determinant factors of consumer purchase decisions in a foreign country product. The purpose of this study is to analyze the effect of acculturation on global consumer culture towards purchase decisions of South Korean skincare and cosmetic products, identify the factors that influence the consumers’ purchase decision, and develop marketing recommendations for South Korean beauty companies. To validate the hypotheses from previous studies and answer the research questions, a quantitative approach by the online survey was conducted by 250 respondents of women in Indonesia from generations x, y, and z who have purchased South Korean skincare and cosmetic products by a minimum of past six months, and PLS-SEM was used to analyze the relationship between the variables. The findings indicate that acculturation influences customers’ purchase decisions towards South Korean skincare and cosmetic products through several variables. It is found that cosmopolitanism has a significant influence on global consumption orientation and perceived value. Similarly, global mass exposure and self-identification with GCC have a significant impact on materialism. Materialism then has a significant impact on perceived value, which in turn has a significant influence on brand attitude. Brand attitudes then have a significant influence on purchase intention, which in turn has a significant influence on the purchase decision. The results suggested that South Korean beauty companies should maintain product quality, emphasize the products’ benefit and function, and enhance the advertising competitive advantage. This study is expected to enhance marketers understanding of how