Analysis of Urban Male Consumers Attitude and Behavioral Intention Towards Skincare Product in Indonesia

DOI

10.2991/aebmr.k.210522.017How to use a DOI?

Keywords

Male consumer, Skincare, Attitude, Repurchase Intention

Abstract

This study aims to examine the phenomenon of male consumers buying skincare as a product category which traditionally evolve in women market segmentation. The main purpose was to find the most influential variables from three dimensions, namely personal (i.e., self-image congruity, ageing effect, physical attractiveness, healthcare), socio-cultural (i.e., social beliefs, lifestyle), and marketing (i.e., social media advertising, celebrity endorsement, online purchase situation, price value) factors on their consumption behavior towards skincare products. It is a descriptive survey research using questionnaires distributed to men living in urban areas and 384 male consumers were collected. SEM (Structural Equation Modelling) analysis was used to test the hypotheses. Results showed that ageing effect has the strongest impact, and on the contrary, celebrity endorsement has the weakest impact on urban male consumer attitude towards skincare products. Despite the common beliefs that the cosmetic industry associated with women, this paper has proven that by using the right tools and variables, this niche market segmentation brings up enormous potential for the beauty industry in Indonesia. Findings in this study provide insights for marketers in Indonesia about what key factors to consider when it comes to men skincare product categories, especially if they want to penetrate the urban area segmentation.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Rhey Tyas Ferry
AU  - Rifelly Dewi Astuti
PY  - 2021
DA  - 2021/05/25
TI  - Analysis of Urban Male Consumers Attitude and Behavioral Intention Towards Skincare Product in Indonesia
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 124
EP  - 136
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.017
DO  - 10.2991/aebmr.k.210522.017
ID  - Ferry2021
ER  -