FACTORS DETERMINE PEOPLE'S MOTIVATION TO CONSUME A LUXURY DAILY SKINCARE AND/OR HAIR CARE IN INDONESIA

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.