DOI: 10.36347/sjebm.2020.v07i05.003

Pages: 177-182

Most Indonesian female consumers still choose to shop at official outlets as a place to buy beauty products that are needed by users, even though they are living in an era of technological development and e-commerce which has now advanced with a fairly high level of connectivity. So that the official outlets are still a favorite place for them to shop beauty products. The purpose of this study was to examine the effect of store image on store satisfaction and store loyalty of Korean Skincare sector in Indonesia from consumers’ perspective. This research was designed with quantitative and survey methods. The sampling method used was incidental nonprobability-sampling and the data were analyzed by SEM-PLS using the help of WarpPLS 6.0. Data were collected by giving self-administered questionnaires to 235 respondents. Samples are consumers who buy K-Skincare products at official outlets directly. Result showed that store image had positive and significant effect on store satisfaction, and store satisfaction had positive and significant effect on store loyalty. Moreover, store image sigficantly give positive effect on store loyalty. So, store image had a positive and significant effect on store loyalty directly and indirectly through the mediation of store satisfaction.