PENGARUH FAKTOR BUDAYA, SOSIAL, PRIBADI, DAN PSIKOLOGI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK NU AMOOREA DI SAMARINDA

Abstract

In Indonesia, particularly among women in Samarinda, cosmetics have become an essential need. Cosumers are not only seeking physical beauty but also aiming to enhance their self-confidence and self-image.

This study aims to analyze the influence of cultural, social, personal, and psychology on purchasing decisions for nu amoorea cosmetic products in Samarinda. Cosmetics are substances designed for use on the exterior of the body, aimed at caring for, cleansing, protecting, and enhancing attractiveness.

This study used a quantitative method with a survey approach, where data was collected through as Likert scale-based questionnaire with a purposive sampling technique. The factors suspected to effect consumers in their decision-making when buying this cosmetic include: Cultural factors, Social factors, Personal factors, and Psychological factors.

The result of the research showed that : simultaneously, these factors contributed 20.1% to the purchasing decision of Nu Amoorea cosmetic products. Social factors had a significant influence on purchasing decisions, with a T count of 2.725 and a P-value of 0.010. Cultural, personal, and psychological factors do not have a significant effect partially.