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<title><![CDATA[MODEL PERILAKU KONSUMEN PRIA DALAM PEMBELIAN PRODUK SKIN CARE]]></title>
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<dateIssued><![CDATA[2020]]></dateIssued>
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<note>Produk skin care menjadi salah satu produk yang memiliki perkembangan pesat, tercatat pada tahun 2019 industri kosmetik diperkirakan naik sekitar 9%, dan diproyeksi akan terus berkembang 7,2% pertahun hingga 2021. Pada segmen perawatan kulit pria bertumbuh sekitar 46.5% pada tahun 2009, walaupun mengalami kenaikan hal ini menjadi ancaman untuk prodesen skin care lokal pria dalam memasarkan produknya di Indonesia. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi konsumen pria pengambilan keputusan pembelian produk skin care, dan mengetahui faktor apa saja yang mempengaruhi dalam keputusan pembelian skin care untuk pria. Faktor-faktor tersebut didasarkan pada variabel product attributes, aging effect, health concern, self image, promotion, attitudes toward applying skin care product, normative influences, purchase intention yang akan mempengaruhi purchase behavior konsumen pria dalam pembelian skin care di Indonesia. Hasilnya menunjukan bahwa purchase behavior dipengaruhi secara positif oleh purchase intention, purchase intention dipengaruhi secara positif oleh normative influences, dan attitudes toward applying skin care product dipengaruhi secara positif oleh self image dan product attributes. Penelitian ini menggunakan metode Structural Equation Modelling (SEM) untuk mengetahui keterkaitan antar variabel. Penyebaran kuesioner dilakukan melalui google form dengan kriteria pria minimal berumur 16 tahun. Model perilaku konsumen pria dalam pembelian skin care di Indonesia diperoleh bahwa yang berpengaruh positif terhadap purchase behavior. yaitu variabel product attributes, self image, attitudes toward applying skin care product, normative influences, dan purchase intention.
Kata Kunci : Skin Care Pria, Purchase Intention, Purchase Behavior, Structural Equation Modelling</note>
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