Pengaruh Conformity Consumption Behavior dan Atribut Produk terhadap Keputusan Pembelian Produk Perawatan Kulit (Skincare) (Studi pada Mahasiswa/I Perguruan Tinggi Negeri di Kota Medan)

Abstract

Conformity Consumption Behavior plays a role in the decision aspect of purchasing skincare products. This is because there are trends in skincare which lead discriminatory behavior when the facial skin is not smooth, affecting the social status of friends. Purchases habe also Considered the types, benefits, and attributes attached to the product to maximize product use. Due to the existence of social inequalities and the product attribute components become the basis for consideration in purchasing skincare products. This study aims to analyze how the influence of conformity consumption behavior and product attributes on purchasing decisions skincare product. The influence of suitability of conformity consumption behavior and product attributes will be analized partially and simultaneously on purchasing decisions skincare products. The form of research used in this research is quantitative research with an associative approach. The population in this study were active students from state universities in the city of medan, the sampling technique used the lemeshow formula with a total of 96 respondents. The data analysis method used was instrument test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of the study show that conformity consumption behavior and product attributes have a significant effect both partially and simultaneously on the decision to purchase skincare products. The coefficient of determination test shows that there is a close relationship between conformity consumption behavior and product attributes with an R value of 0.791. Base on the Adjusted R Square value, it is also known that the conformity consumption behavior variable and product attributes contribute 62,6% to the purchasing decision variable, while the remaining 37,4% is influenced by other factors outside of this study