Decision Factors for Purchasing Local Cosmetic Products

Siska Martarahayu, Agus Hermawan, Agung Winarno


Currently Indonesian local cosmetics are experiencing rapid development, many local cosmetics producers are emerging and products that are issued do not compete with global cosmetic products. Local cosmetics are also starting to be in demand by consumers in Indonesia. This study aims to explore the cosmetic purchasing decisions of Make Over. This study uses exploratory factor analysis with a total sample of 135 respondents who have made Make Over products. The results of this study formed seven factors that make the purchase of Make Over products and motivational factors are the dominant factors that are the product purchasing decision factors. This research is expected to add insight into consumer behavior.

Keywords: Purchasing Factors, Cosmetics, Purchasing Decisions

DOI: 10.7176/EJBM/11-21-12

Publication date:July 31st 2019

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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