Ardhianti, Maria Carmeitta and Simorangkir, Deborah Nauli (2018) Decision-Making Factors Of Male Consumers’ Purchasing Behavior Towards “For Men” Facial Wash Products In South Jakarta. Bachelor thesis, Swiss German University.

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Abstract

This study analyzes the in-depth influence of decision-making factors on the male consumers purchasing behavior when purchasing “For Men” facial wash products in South Jakarta area. To do so, this study employs the theory of Elaboration Likelihood Model to explore the male consumers’ purchasing behavior, and Marketing Mix Strategy to explore factors that influence male consumers’ decision-making. To find out the issues, questionnaire was distributed to male consumers who have ever purchased “For Men” facial wash products in the age range between 17-25 years old and living in South Jakarta, Indonesia. The total sample collected for this study consists of 105 respondents. Moreover, the data was analyzed by using linear regression analysis in SPSS version 21.0. The findings of the study showed that male consumers mostly took central route of the Elaboration Likelihood Model when they purchase “For Men” facial wash products, meaning that male consumers are persuaded or motivated to process the message given on their “For Men” facial wash product and able to recognize the product benefits as it promised. Furthermore, male consumers in a central route consider the quality of the products and promotional activities before making a purchase.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	“For Men” Facial Wash; Marketing Mix; Elaboration Likelihood Model; Purchasing Behavior; Decision-Making Factors
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 14:48
Last Modified:	19 May 2020 14:48
URI:	http://repository.sgu.ac.id/id/eprint/611

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