LIFESCIFILIFESCIFI
Economic and Business HorizonEconomic and Business HorizonThe increasing interest of men in personal care highlights the need for companies to understand consumer behavior in the male skincare market. This study aims to examine the influence of product attributes, self-image, and social factors on the purchase intention of male skincare products. A quantitative method with an explanatory approach was employed, involving 100 university students selected through purposive sampling. Data were collected via an online questionnaire using a five-point Likert scale and analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression. The results indicate that product attributes have a positive but non-significant effect on purchase intention, while self-image and social factors have positive and significant effects. The coefficient of determination (R²) of 0.607 shows that these variables explain 60.7% of the variation in purchase intention, with the remaining 39.3% influenced by other factors. These findings suggest that self-image and social factors play a dominant role in shaping purchase intention, implying that marketing and promotional strategies should align with male consumers lifestyles and self-perceptions.
The study concludes that product attributes do not significantly influence purchase intention for male skincare products in Yogyakarta.Conversely, self-image and social factors demonstrate a positive and significant impact on purchase intention.These findings emphasize the importance of psychological and social considerations in consumer behavior within this market.Therefore, marketing strategies should prioritize aligning with consumers self-perceptions and leveraging social influences to effectively drive purchase intention.
Based on the findings, future research should explore the moderating or mediating roles of factors like brand attachment, perceived masculinity, or societal norms in the relationship between the studied variables and purchase intention. Furthermore, investigating the impact of different social media platforms and influencer types on male skincare purchase decisions could provide valuable insights. Finally, a longitudinal study tracking changes in purchase intention and behavior over time, coupled with qualitative research to understand the underlying motivations and experiences of male skincare consumers, would offer a more comprehensive understanding of this evolving market. These studies should involve a more diverse sample beyond university students to enhance the generalizability of the findings and provide a more holistic view of the male skincare consumer landscape.
| File size | 315.13 KB |
| Pages | 12 |
| DMCA | Report |
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