FAKTOR-FAKTOR YANG MEMBENTUK KEPUTUSAN PEMBELIAN PAKET JASA MAKEUP PREMIUM DI ISADORA MAKEUP SERVICE

Abstract

The Factors That Affect the Purchasing Decision of Premium Makeup Service in Isadora Makeup Service

This research aims to examine the factors that affect the purchasing decision of premium makeup service package in Isadora Makeup Service. The population of this research is 253 consumers of Isadora Makeup Service. Samples are taken using purposive sampling. The purposive sampling criterion in this research involves consumers who have used the premium makeup service package in Isadora Makeup Service. A total of 125 respondents are selected as samples, while questionnaire is used as data collection method. Research variables include: 1) culture, 2) social class, 3) personal influence, 4) family, 5) situation, 6) consumer resources, 7) motivation, 8) knowledge, 9) attitude, 10) personality, and 11) lifestyle. The data analysis tool for this research is confirmatory factor analysis with the help of Amos 21 program. Research results suggest that seven variables affect the purchasing decision of premium makeup service package in Isadora Makeup Service. They are culture, social class, family, situation, knowledge, attitude, and personality.