| dc.description.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 | en_US |
