STUDI PERILAKU PEMBELIAN KONSUMEN PADA PRODUK FACE WASH

Kusumastuti, Felisita Anesti (2014) STUDI PERILAKU PEMBELIAN KONSUMEN PADA PRODUK FACE WASH. STUDI PERILAKU PEMBELIAN KONSUMEN PADA PRODUK FACE WASH.

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Abstract

This study was aimed to identify the differences of factors considered in purchasing face wash products in terms of sex, age, occupation, and marriage status. The variables used were brands, prices, packages, natural ingredients, national products, textures including aroma and color, quality, expected effects, previous experience of using products, suitability with skin type, star of advertisement, and new products. This study used survey method with total respondents of 205 people. Data calculation analysis was performed using independent sample t-test by SPSS 13.0 for Windows tool. Results of the study showed that there were differences in the factors considered in purchasing face wash products in terms of sex, age, occupation, and marriage status. Women considered the factors of brands, national products, and suitability with skin type more compared to men. Teenagers considered the factors of expected effects and previous experience of using products. Adult-elderly consumers considered the factors of national products and suitability with skin type. Employed consumers considered the factors of national products and suitability with skin type. Unemployed consumers considered the factors of expected effects and previous experience of using products. Married consumers considered the factors of national products and suitability with skin type. Unmarried consumers considered the factor of previous experience of using products.

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