Factors Influencing Men's Purchase Intentions of Skin Care Products: A Case Study of Ertos Beauty Care

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By

Azim Atlantino Saldin 11403115

BACHELOR’S DEGREE In

BUSINESS ADMINISTRATION – INTERNATIONAL BUSINESS AND MARKETING CONCENTRATION

FACULTY OF BUSINESS ADMINISTRATION AND COMUNICATION

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

Revision After the Thesis Defense on July, 17^th 2018

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Azim Atlantino Saldin STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge. It contains no material previously published or written by another person, nor materia; which to a substantial extent has been accepted for the awad or any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Azim Atlantino Saldin

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Student Date

Approved by:

Mochammad Riyadh Rizky Adam, S.T., M.S.M

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Thesis Advisor Date

Dr. Nila Krisnawati Hidayat, S.E., M.M

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Dean Date

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Azim Atlantino Saldin ABSTRACT

THE FACTORS INFLUENCING MEN’S ATTITUDE TOWARDS PURCHASE INTENTION OF SKIN CARE PRODUCT FOR MEN: A CASE STUDY OF

ERTOS BEAUTY CARE

By

Mochammad Riyadh Rizky Adam, ST., M.S.M

SWISS GERMAN UNIVERSITY

The purpose of this study is to identify which factor that impact to the men’s attitude towards purchase intention of skin care product for men by Ertos Beauty Care clinic. This research will study the theory of consumer behavior that divide into lifestyle, social expectation, and self-image and brand management that include perceived quality and celebrity endorsement from the respondent. The result is the variable perceived quality has greater impact to the attitude and significant, variable attitude has impact and significant to the purchase intention and also lifestyle has impact and significant to the purchase intention. However, another variable such as lifestyle, social expectation, and self-image has impact to the attitude but insignificant. But there is a variable is not impact to the attitude and not significant is celebrity endorsement.

Keyword: Consumer Behavior, Lifestyle, Social Expectation, Self-Image, Brand Management, Celebrity Endorsement, Perceived Quality, Attitude, Purchase Intention

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Azim Atlantino Saldin DEDICATION

I would like to dedicate my thesis work to my parents for gave me all supports by materials or non-materials. Also for my lord Allah SWT, for always gave me all

the ways until my thesis done.

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Azim Atlantino Saldin ACKNOWLEDGEMENTS

First of all, I would like to thank you to Allah SWT for the blessed that gave to me that always gave me strength and health to do the thesis until it is done. And also, I would like to express my gratitude to the all individuals who always gave me support and encourage me to do this thesis.

 To my family, thank you for all supports by material or non-material

 To Mochammad Riyadh Rizky Adam, ST., M.S.M, thank you for all advices, knowledge, help, and encourage me whenever I have problem.

 To Mr. Fiter Abadi, thank you for always helped me from 1^st semester until the end whenever I have problem.

 To Mr. Yudhistira, thank you for help me to solve the problem so I could do my thesis.

 To Mr. Andhika, thank you for helped and guided me to do the analysis

 To Leonardus Nicholas Nugrahtama, Dinda L. Adiwidjaja, Nigel Philo, Sekar Prabashanti, Canny Geraldine, Andrea Chandra, Radhianta Agastya, Rhazhes Febriski, Muhammad Adnan Pratama, Leonardus Gede Rama Pratama, Josephine Rachel, Prasetyo Argoseno, Rifqi Jafar Irfan, George Richard Michelsen, Marcelinus William Gani and Prithvi Vasandani.

Thank you for helped me to do the thesis wherever wrong.

 To Fadlurrahman Prasetyo Adji, Sarah Ainul Zahra, Permata Synthia Salvira, Muhammad Akbar, Jodie Algian and Savira Aliftha Rifanti.

Thank you for accompanied and helped me to do the thesis

 To my Swiss German University friends, thank you for the memories and joyfulness we had

 To Swiss German University Lecturers & Staff, thank you for your kind assistance and knowledge.

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Azim Atlantino Saldin Table of Contents

CHAPTER 1 - INTRODUCTION ... 12

1.1 Background ... 12

1.2 Research Problem ... 14

1.3 Research Questions ... 16

1.4 Research Objectives ... 17

1.5 Scope and Limitation ... 17

1.6 Significance of Study ... 18

CHAPTER 2 - LITERATURE REVIEW ... 19

2.1 Framework Thinking ... 19

2.1.1 Metrosexual ... 19

2.1.2 Consumer Behavior ... 21

2.1.3 Brand Management ... 22

2.1.4 Lifestyle ... 24

2.1.5 Social Expectation ... 25

2.1.6 Self‐Image ... 25

2.1.7 Celebrity Endorsement ... 26

2.1.8 Perceived Quality ... 28

2.1.9 Attitude ... 29

2.1.10 Purchase Intention ... 30

2.2Previous Studies ... 31

2.3 Study Differences ... 37

2.4 Hypothesis Development ... 37

CHAPTER 3 - RESEARCH METHODS ... 40

3.1 Type of Study ... 40

3.2 Unit Analysis/Unit Observation ... 40

3.3 Sampling Design ... 41

3.3.1 Population and Sample Target ... 41

3.3.2 Sampling Method ... 41

3.3.3 Sampling Size ... 42

3.4 Locations and Time Frame of Study ... 43

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3.5 Data Sources and Collection Method ... 43

3.5.1 Types of Data ... 43

3.5.2 Data Collection Method ... 44

3.5.3 Questionnaire Structure ... 45

3.6 Research Model ... 46

3.7 Variable Operationalization ... 47

3.8 Data Processing Procedures ... 55

3.8.1 Data Preparation ... 55

3.8.2 Data Screening ... 55

3.8.3 Validity Test ... 57

3.8.4 Reliability Test ... 59

3.9 Data Analysis Technique ... 60

3.9.1 Descriptive Statistic Analysis ... 61

3.9.2 Inferential Statistic Analysis ... 63

CHAPTER 4 - RESULT AND DISCUSSION ... 65

4.1 Brief of Company Profile ... 65

4.1.1 Brief of Ertos Beauty Care ... 65

4.2 Respondent’s Profile ... 66

4.2.1 Age ... 66

4.2.2 Domicile ... 67

4.2.3 Occupation ... 68

4.2.4 Last Education ... 69

4.2.5 Monthly Income ... 70

4.3 Data Analysis ... 70

4.3.1 Evaluation of Model ... 70

4.3.2 Evaluation of Measurement Model and Outer Model ... 71

4.3.3 Structural Model Testing ... 74

CHAPTER 5 - CONCLUSION AND RECOMMENDATION ... 79

5.1 Conclusion ... 79

5.2 Recommendation ... 79

REFERENCES ... 82

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Azim Atlantino Saldin APPENDENCIES ... 94