From Screen to Shelves: Millennials' Patronage Decision Towards Skincare Products in Carmona, Cavite

This study was conducted with an aim to determine the most used Korean skincare product brand of millennials; the influence level of product placement in Korean drama in terms of prominence, modality and celebrity endorsement; the influence level of word-of-mouth promotion in terms of traditional and electronic word of mouth; and their level of patronage decision. Likewise, the relationship between the said variables were also assessed. The study utilized quota, purposive, and snowball sampling techniques in gathering information through a modified research questionnaire from the 210 participants. Frequency count and percentage, weighted mean and standard deviation, and Chi-square test were used to interpret and analyze data. Findings revealed that the most used Korean skincare product brand of the participants is Innisfree. In addition, prominence and celebrity endorsement were found to be highly influential in Korean drama’s product placement. While both the traditional and electronic word-of-mouth were found to be highly influential. Moreover, millennials have a very high level of patronage decision towards skincare products. Furthermore, the results also revealed that product placement in Korean drama have a significant relationship to the patronage decision of the participants the same with the word-of-mouth promotion in terms of traditional and electronic word of mouth which were also found be significantly related to the patronage decision. This clearly implicates that participants’ patronage decision were extremely affected and influenced by the promotional activities particularly product placement in Korean drama and word of mouth promotion towards Korean skincare products.