THE INFLUENCE OF CULTURAL AND SOCIAL FACTORS ON CONSUMER PREFERENCES FOR SOMETHING LOCAL BRAND SKINCARE PRODUCTS

Abstract

Customer have different purchasing preferences that are influenced by several factors, especially in purchasing skincare products, both imported skincare and local skincare. Some customer preferences can be based on prestige, trust to the product, and how the attitude and habit given to the product itself. For example, in local product we have Somethine, which is a popular local skincare nowadays that within less than two years, company has obtained the largest share of the skincare market on the Shopee website. And the other achievement is being first placed in the top ten highest skincare selling in 2022 also leads the market in serum sales, with a 16.85% market share and almost 64,700 pieces sold between September 1 and September 15, 2022. But even so, Somethine still has quite a lot of shortcomings in its products from the aspects of formula, packaging and product completeness when delivered. Therefore, the purpose of this study is to investigate and see how the aspects of materialism, religiosity, attitude, and behavioral consequences affect customer preferences in purchasing Somethine local skincare products although there are still quite a lot of shortcomings that Somethine local skincare itself has. This study used quantitative research methods with questionnaires and a total of 125 respondents. This study using SPSS (Statistical Package for Social Science) software version 26, researcher conducted multiple regression linear tests. The results of this study that three of the four variables tested proved to positively and significantly affect customer preference, namely materialism, attitude, and behavioral consequences. Meanwhile, variable religiosity positively but not significantly affect consumer preferences.