FACTORS OF COSMETIC PURCHASE INTENTION IN WOMEN EMPLOYEES (STUDY IN JABABEKA INDUSTRIAL ESTATE)

Abstract

Cosmetics become the primary needs for woman and men. Along with the development of science and technology, various types of cosmetics appear on the market. This study aims to specify factors in women employee cosmetics purchase intention by adopting Purchase Intention Theory which encompasses Celebrity endorsement, Product Packaging, Brand Image, Price Fairness, and Perceived Quality. The study is using purposive sampling method and conducted by distributing the questionnaires to 155 cosmetic users who work in Jababeka Industrial Estate, Indonesia. The Statistical Package for Social Science (SPSS) Version 24.0 is used to calculate the statistical analysis. This study adopted factor analysis factor which resulted in two dominant factors namely Performance of the Product and Attractiveness.