DEODORANT PURCHASE INTENTION OF GENERATION Y MALE

• Main Author: AMELIA (NIM 19014100), VANIA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24611
• Institution: Institut Teknologi Bandung

Although male grooming market growth contributed to one of the highest in FMCG industry, deodorant sales growth is not as significant compared to other male grooming products. On the other hand, male Generation Y in Indonesia is a lucrative market as in 2016, it contributes to close to 10 % population of Indonesia with around USD 23.9 millions. This study explores Generation <br /> <br /> Y’s male purchase intention towards deodorant. There are four independent variables which are used in this research to know whether those variables have positive influence towards deodorant purchase intention of Generation Y male. They are packaging, self-image, brand image and celebrity endorsement. This study aims to find out to find out what are the most influencing factors in purchasing male deodorants in Indonesia and to give suggestion for companies on how to promote through in-store advertisement on men’s deodorant effectively in the future. A quantitative approach will be used by distributing a survey to male age 17 to 36 years old. A <br /> <br /> multiple linear regression analysis is conducted to determine which of the packaging, brandimage, self-image or celebrity endorsement has the most significant influence towards intention to purchase deodorant. As the result of the findings, packaging was found to have the most significant influence towards deodorant purchase intention of Generation Y male, followed by self-image, celebrity endorsement and brand image.