Perilaku Konsumen Kosmetika di Indonesia (Studi Kasus: MOP Beauty)

Sungkar, Nabilla (2024) Perilaku Konsumen Kosmetika di Indonesia (Studi Kasus: MOP Beauty). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This research aims to analyze consumer behavior in purchasing decisions for MOP Beauty products. The study uses the consumer behavior theory proposed by Kotler and Keller (2022) as a theoretical framework. The research methodology employed is qualitative, involving in-depth interviews with purposively selected informants, as well as triangulation with secondary data to ensure the validity of the results. The findings show that cultural, social, personal, and psychological factors play an important role in driving purchasing decisions for beauty products. Influencer reviews, recommendations from friends and family, and brand perception are external factors that drive purchasing decisions. Internal factors such as personal needs and self-confidence can also drive purchasing decisions. The discussion highlights the importance of a deep understanding of the combination of these factors for entrepreneurs in the beauty industry to optimize marketing strategies and increase customer loyalty. Practical suggestions for the industry include leveraging consumer data to personalize shopping experiences and implementing marketing strategies based on consumer behavior insights.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	consumer behavior, purchasing decisions, beauty products, MOP Beauty
Subjects:	Communication Science Thesis
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Nabilla Sungkar
Date Deposited:	23 Aug 2024 09:30
Last Modified:	29 Aug 2024 09:16
URI:	https://repository.bakrie.ac.id/id/eprint/9897

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