Analisis Faktor-Faktor yang Mempengaruhi Sikap Konsumen Terhadap Merek Kosmetik

Sumalia, Sumalia (2010) Analisis Faktor-Faktor yang Mempengaruhi Sikap Konsumen Terhadap Merek Kosmetik. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

A woman’s needs to appear beautiful is something that comes naturally since birth. It pushes women to use cosmetics to make them beautiful. Along the development of science and technology, many kind of cosmetics appear in the market, whether local or international market. Consumers are free to choose any brand they want to choose and consume and it will affect consumers’ behavior to cosmetic brands. The purpose of this research is to find which factors will affect consumers’ behaviour to top three cosmetic brands, which are: mustika ratu, sariayu martha tilaar, and viva cosmetic. The sampling method used in this research is purposive sampling. The data will be acquired by using questionnaires distributed to 320 respondents in Batam city who have used the three cosmetic brands. This research will use multiple regression analysis to find the influence of each factor towards brand attitude. The research result consist of four factors that will influence consumers’ behaviour to cosmetic brands, and they are: brand personality, satisfaction, character trust, and attitude toward an ad. While facial image, cosmetic usage, service experience do not significant influence brand attitude. Keywords: Facial image, Cosmetics, Brand personality, Service experience, Satisfaction, Character trust, Attitude toward an ad, Brand attitude.

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