ANALYZING FACTORS AFFECTING MEN’S PURCHASE INTENTION IN BUYING GROOMING PRODUCTS IN JAKARTA, 2014

Abstract

This study appraise in depth the pursuance of belief in product attributes, self-image, aging effects, and media (celebrity endorsement and advertisements) on the attitudes toward applying grooming products and the purchase intention of men towards men’s grooming products in Jakarta City. The previous research is used as example to establish the basic theoretical framework in this research, also a modification is occurred by adding the celebrity endorsement to the independent variable. The objective of this research are to determine to what extent beliefs in product attributes, self-image, aging effect, and celebrity endorsement can affect men consumers’ attitudes toward applying grooming product and the purchase intention in buying grooming products in Jakarta and to know the most influencing variables for men in purchasing certain grooming products. The primary data were collected through administration of questionnaires which was distributed to the men in several shopping mall who fall in the category of age between 18-55 years old living in the Jakarta City. The sample consists of 384 respondents. The primary data were processed using SPSS 20 and AMOS 18. It was found that there are two most influencing factors were belief in product attributes and celebrity endorsement.