DOMINANT FACTORS OF FOREIGN COSMETICS PURCHASE INTENTION (STUDY IN NORTH CIKARANG)

Abstract

The cosmetics industry is growing rapidly and the use of cosmetics becomes popular among modern people currently along with the increase of self-awareness. Especially lips cosmetics offers as a vehicle for women to transform their image into what they want to present to the world. The development of science and technology in beauty industry lead to a new cosmetics product creation in line with the high competition. As beauty trends keep changing and customer wants and needs become more complex, the cosmetics producer need to adopt and develop their product in order to sustain and stay competitive. This study aims to specify the dominant factors of foreign cosmetics purchase intention by adopting purchasing intention which encompasses brand image, product packaging, celebrity endorsement, perceived quality, and price fairness. The study was using purposive sampling method and conducted by distributing the printed questionnaires to 70 female cosmetics users in North Cikarang, Indonesia. The Statistical Package for Social Science (SPSS) is used to calculate the statistical analysis and this research deployed factor analysis method which resulted in three dominant factors namely availability of variance, public figure influence and uniqueness.