THE DOMINANT FACTORS OF FEMALE CONSUMER PURCHASE INTENTION OF SKIN CARE (STUDY IN CIKARANG)

Abstract

Skin care products are one of the main products in the cosmetics market. It starts with consumers who begin to pay attention to their beauty and physical attractiveness. With this treatment trend, it provides an increasing demand for skin care products in Indonesia. And provide a great opportunity for many skin care companies to compete in creating innovative cosmetic products. This study aims to define the Dominant Factors that influence Female Consumer Purchase Intention in North Cikarang by adopting Purchase Intention Theory which encompasses perceived prestige, perceived quality, perceived value, and influenced from other. The study is using purposive sampling method and conducted by distributing the questionnaires to 70 user skin care product. The Statistical Software is used to calculate the statistical analysis. This study adopted factor analysis factor which resulted in two dominant factors namely: Product Quality, and Scents and odors.