ANALYZE FACTORS AFFECTING CUSTOMER’S PURCHASE INTENTION IN SHOPPING TOWARDS PERSONAL CARE PRODUCTS

• Main Author: Randy Mahavira, Adwaya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57570
• Institution: Institut Teknologi Bandung

The cosmetic sector in Indonesia continues to experience an increase in demand and also a trend until 2021. Based on a report from IFFCI (2019), determining that the GDP growth rate was more than 5% in the last two years, analysts predict that in the next 10 to 15 years, Indonesia will rose to the top five of the Asian personal care product market. Based on the data above, there is potential for the personal care business to thrive as it rises in a fast sprint. With this potential, knowledge of customers is needed by a company because more and more personal care products on the market will definitely increase competition. This phenomenon reversed the situation with The Daily Maiimi company which had unsatisfactory sales and attracted the attention of The Daily Maiimi to study in depth about customer purchase intentions for personal care products. The purpose of this study is to analyze the factors that influence customer purchase intentions. This research uses quantitative method with SPSS program to process the data. The results show that of the variables that can be grouped into 8 main factors which will later be recommended for The Daily Maiimi.