Main Article Content

Stephanie Natasya
Kristoforus Nugrahanto
Sri Tiatri


The rapid globalization makes cultural exchange easier. The society quickly absorbed and adapted the foreign products and cultures. Korean culture is one of them. Korean culture has become one of the main trends in Asia, not least in Indonesia. Youthful and healthy skin are one of the most dominant aspects of Korean celebrities. That aspect becomes the main impetus for fans to link Korean celebrities' appearance to Korean skincare. In fact, most of the cosmetic industry is based on the insecurities we feel about our own faces, skin, and bodies, especially women. They are willing to spend hours applying various cosmetic and beauty products, in order to maintain a beautiful appearance, believing that cosmetics will make a big difference in their lives. In fact, those products can never fully fulfill what they want. This finally leads to further psychological impact, namely body dissatisfaction. The purpose of this study is to examine how much the percentage of obsession with Korean beauty standards plays a role in causing body dissatisfaction. In addition, the researcher added, how much that leads to excessive skincare buying, and what type of beauty product is their preference. Participants are teenagers with an age range of 18-24 years. The method used is a quantitative method, by distributing questionnaires through social media and offline. Participants were 205 female adolescents at the age between 18-24. The method used is quantitative method, by distributing questionnaires through social media and offline. Data were processed using SPSS and analyzed using linear regression. The results showed that obsession with Korean beauty standards contributed 57.6% in causing body dissatisfaction, and 3.1% in causing excessive skincare buying behavior. Beauty products that dominate participants' preferences are Korean skincare products (42.4%).

Article Details



Andini, S. F. (2020). Aktivitas dan Pengaruh Sosial Media terhadap Body Dissatisfaction pada Dewasa Awal. Analitika: Jurnal Magister UMA, 12(1). http://dx.doi.org/analitika.v11i1.3762

Baker, J. H., Higgins Neyland, M. K., Thornton, L. M., Runfola, C. D., Larsson, H., Lichtenstein, P., & Bulik, C. (2019). Body dissatisfaction in adolescent boys. Developmental Psychology, 55(7), 1566–1578. https://doi.org/10.1037/dev0000724

Bazaga, A. S., & Alcón, M. F. R. (2018). Gender differences existing in the general population in relation to body dissatisfaction associated with the ideal of beauty: a systematic review / Diferencias de género existentes en la población general en relación a la insatisfacción corporal asociada al ideal de belleza: una revisión sistemática. Estudios de Psicologia, 39(2-3), 548–587. https://doi.org/10.1080/02109395.2018.1517860

Bradley, S. C., Nesi, J., Widman, L., & Galla, B. M. (2020). The Appearance-Related Social Media Consciousness Scale: Development and validation with adolescents. Body Image, 33(33), 164–174. https://doi.org/10.1016/j.bodyim.2020.02.017

Cash, T. F., & Pruzinsky, T. (2002). Body image: a handbook of theory, research, and clinical practice. Guilford Press.

Cutler, V. J. (2021). The Science and Psychology of Beauty. Essential Psychiatry for the Aesthetic Practitioner, 1, 22–33. https://doi.org/10.1002/9781119680116.ch2

Dion, J., Blackburn, M.-E., Auclair, J., Laberge, L., Veillette, S., Gaudreault, M., Vachon, P., Perron, M., & Touchette, É. (2014). Development and aetiology of body dissatisfaction in adolescent boys and girls. International Journal of Adolescence and Youth, 20(2), 151–166. https://doi.org/10.1080/02673843.2014.985320

Dolan, L. (2021, June 1). A history of beauty trends -- and the standards that shaped them. CNN. https://edition.cnn.com/style/article/beauty-trends-history/index.html

Furnham, A., & Levitas, J. (2012). Factors that motivate people to undergo cosmetic surgery. Canadian Journal of Plastic Surgery, 20(4), 47–50. https://doi.org/10.1177/229255031202000406

Grogan, S. (2021). Body image: understanding body dissatisfaction in men, women and children. Routledge.

Halim, T. M., & Kiatkawsin, K. (2021). Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions. Sustainability, 13(3), 1405. https://doi.org/10.3390/su13031405

Jeong, J.-S., Lee, S.-H., & Lee, S.-G. (2017). Korean Wave| When Indonesians Routinely Consume Korean Pop Culture: Revisiting Jakartan Fans of Korean Drama Dae Jang Geum. International Journal of Communication, 11(0), 20. https://ijoc.org/index.php/ijoc/article/view/6302/2050

Kara, M., & Özgür, F. F. (2023). Perception of beauty in different cultures. Beauty, Aging, and AntiAging, 11–19. https://doi.org/10.1016/b978-0-323-98804-9.00018-9

Kelly, J. (2021, November 4). Attractive People Have A Big Advantage In The Job Interview. Forbes. https://tinyurl.com/3h8ess7e

Lee, Y. L., Jung, M., Nathan, R. J., & Chung, J.-E. (2020). Cross-National Study on the Perception of the Korean Wave and Cultural Hybridity in Indonesia and Malaysia Using Discourse on Social Media. Sustainability, 12(15), 6072. https://doi.org/10.3390/su12156072

Liputan6.com. (2021, October 8). Indonesia Tempati Urutan ke-4 Penggemar Korean Wave Terbesar di Dunia. Liputan6.com. https://tinyurl.com/2fvwjwdp

Maine, M., & Kelly, J. (2005). The Body Myth. John Wiley & Sons.

Mariyam. (2020, March 10). Psychological Effects of Beauty Standards & How To Deal With Them. Beautyholic. https://tinyurl.com/2smm87wx

McKinley, N. M., & Hyde, J. S. (1996). The Objectified Body Consciousness Scale: Development and validation. Psychology of Women Quarterly, 20(2), 181–215. https://doi.org/10.1111/j.1471-6402.1996.tb00467.x

Nahai, F. (2018). The Power of Beauty. Aesthetic Surgery Journal, 38(9), 1039–1041. https://doi.org/10.1093/asj/sjy038

Papalia, D. E., Olds, S. W., & Feldman, R. D. (2009). Human development. Mcgraw-Hill.

Quittkat, H. L., Hartmann, A. S., Düsing, R., Buhlmann, U., & Vocks, S. (2019). Body Dissatisfaction, Importance of Appearance, and Body Appreciation in Men and Women Over the Lifespan. Frontiers in Psychiatry, 10(864). https://doi.org/10.3389/fpsyt.2019.00864

Rhodes, G., Simmons, L. W., & Peters, M. (2005). Attractiveness and sexual behavior: Does attractiveness enhance mating success? Evolution and Human Behavior, 26(2), 186–201. https://doi.org/10.1016/j.evolhumbehav.2004.08.014

Sisti, A., Aryan, N., & Sadeghi, P. (2021). What is Beauty? Aesthetic Plastic Surgery, 45(5), 2163–2176. https://doi.org/10.1007/s00266-021-02288-2

Thompson, J. K., Heinberg, L. J., Altabe, M., & Tantleff-Dunn, S. (1999). Exacting beauty: Theory, assessment, and treatment of body image disturbance. American Psychological Association. https://doi.org/10.1037/10312-000

Thompson, J. K., Van den Berg, P., Roehrig, M., Guarda, A. S., & Heinberg, L. J. (2004). The Sociocultural Attitudes Towards Appearance Scale-3 (SATAQ-3): Development and Validation. International Journal of Eating Disorders, 35(3). https://doi.org/10.1002/eat.10257

Tjoe, F. Z., & Tae, K. G. (2016). The Effect of Korean Wave on Consumer’s Purchase Intention of Korean Cosmetic Products in Indonesia. Journal of Distribution Science, 14(9), 65–72. https://doi.org/10.15722/jds.14.9.201609.65

Trampe, D., A. Stapel, D., & W. Siero, F. (2011). The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self. Journal of Consumer Research, 37(6), 1030–1045. https://doi.org/10.1086/657430

Tu, M., Gilbert, E. K., & Bono, J. E. (2021). Is beauty more than skin deep? Attractiveness, power, and nonverbal presence in evaluations of hirability. Personnel Psychology, 75(1). https://doi.org/10.1111/peps.12469

Wellisch, Y. (2022, November 23). Wellisch ’26: The cosmetic industry has benefited from women’s insecurities for too long. The Brown Daily Herald. https://tinyurl.com/ycyp7755