Pustaka Ilmiah Universitas Padjadjaran

Abstrak

Comparisons of Factors that Influence Male Consumer Behavior in Purchasing Skin Care Products (Case Study: Men from Suwon City, South Korea and Bandung, Indonesia)

This research aims to see comparisons between the factors that influence consumer behavior in the purchase of male skin care products with a case study in two cities in Suwon City, South Korea and Bandung, Indonesia. Comparisons were made to see what the factors are that most influence the behavior of male consumers in the purchase of skin care products in each city. The method that used in this research is a comparative study. The comparative method used in this study to determine or test the hypothesis that there are differences among factors that affect consumer behavior in buying a Men’s Skin Care Products in Suwon City, South Korea and Bandung, Indonesia. Quantitative approaches are used as a research approach, by taking a sample of 64 men from Suwon City, South Korea, and 64 men from Bandung, Indonesia. Data was collected through questionnaires, interviews, and literature study. The results showed that the factors that influence male consumer behavior in the purchasing of skin care products in Suwon, South Korea consisting of Normative Influences and Attitudes Toward Applying Skin Care. While the factors that influence consumer behavior of men in Bandung, Indonesia consisting of Beliefs in Attributes Product aspect, aspect of Self Image and Aging Effects. Based on the results of this research, the researchers suggest the companies of the cosmetics industry in South Korea should create a membership program and programs called customer-getcustomer as part of efforts to manage customer relationships. While for cosmetics industry companies in Indonesia, researchers advised to emphasize the promotional aspects of the product attributes as well as a new anti-aging product for men