Abstract:
Considering the growing of the luxury daily skincare and/or hair care
player in Indonesia, This research is necessary to revealed the consumer behavior
of luxury market in Indonesia in terms of moativation. Thus, the brands could set
the suitable strategy to meet the expectation of peoples which motivate them to
purchase a luxury daily skincare and/or haircare. On this research the model of
consumption of luxury product by Gareth M. Allison used to determine the factors
of people’s motivation in consuming luxury daily skincare and/or haircare which
are: motivation of status, motivation of uniqueness, motivation of conformity,
motivation of quality, and motivation of hedonic. Further analysis, the differences
of motivation among demography of the customers are tested. The questionnaire
with Likert scale are used in this research. Then, the respondents are from the
users of luxury daily skincare and/or haicare in several city in Indonesia such as
Jakarta, Bandung, Medan, and Surabaya. There are 105 respondents in this
research. The research was analyzed with factor analysis and continue with
MANOVA. The result of factor analysis shown that there are 5 factors as
motivation of people in consuming luxury daily skincare and or hair care which
are the status, uniqueness, quality, hedonic, and conformity; with hedonic as the
most dominant factor which motivate people in purchasing luxury daily skincare
a. The result of MANOVA shown that there are no difference existed among
motivation of people in purchasing luxury daily skincare and/or haircare.
