Motives For Purchase of Skin Care Product Users (Phenomenology Study on Women in DKI Jakarta)

Authors

  • Luthfi Aulia Faza Bakrie University
  • Prima M Agustini Bakrie University
  • Siti Maesaroh University of Raharja
  • Andri Cahyo Purnomo University of Raharja
  • Efa Ayu Nabila University of Raharja

DOI:

https://doi.org/10.34306/ajri.v3i2.520

Keywords:

Purchasing Motives, Hedonic Shopping, Utilitarian Shopping, Phenomenology

Abstract

This study aims to analyze the purchasing motives of users of skin care products, and is a phenomenological study of women in DKI Jakarta. To find out this motive, researchers used a qualitative approach, which aims to explore the true meaning of women's motives for buying skin care products. The data used for this study are primary data and secondary data. The results of a research analysis using in depth interviews with women in DKI Jakarta who bought skin care products, that they made skin care purchases with Hedonic Shopping motives. Motivations for women in DKI Jakarta using skin care products were motives, namely Adventure shopping and Social Shopping, while utilitarian Shopping motivation is motivation needs.

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Published

2022-01-11

How to Cite

Faza, L. A. ., Agustini, P. M. ., Maesaroh, S. ., Purnomo, A. C. ., & Nabila, E. A. (2022). Motives For Purchase of Skin Care Product Users (Phenomenology Study on Women in DKI Jakarta). ADI Journal on Recent Innovation, 3(2), 139–152. https://doi.org/10.34306/ajri.v3i2.520

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