Decision-Making Styles In Online Purchase Of Cosmetic Products In Young Women
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Institusion
Universitas Pembangunan Jaya Tangerang
Author
Nisrina, Imsaskia
Subject
BF Psychology
Datestamp
2021-02-11 06:52:01
Abstract :
The purposes of this study is to determine the dominant decision-making style in young women when buying cosmetic products online. This research is a quantitative study with a sample of 351 respondents. The sampling method used is non-random sampling. The instruments used in this study is the Consumer Style Inventory (CSI) which was adapted from Sproles and Kendall. The results of this study indicate that the style of Loyal to Brand, Recreational, hedonistic shopping consciousness, Novelty-fashion consciousness and Confusion from overchoice are the four most dominant styles that young women have towards purchasing cosmetic products online.
The purposes of this study is to determine the dominant decision-making style in young women when buying cosmetic products online. This research is a quantitative study with a sample of 351 respondents. The sampling method used is non-random sampling. The instruments used in this study is the Consumer Style Inventory (CSI) which was adapted from Sproles and Kendall. The results of this study indicate that the style of Loyal to Brand, Recreational, hedonistic shopping consciousness, Novelty-fashion consciousness and Confusion from overchoice are the four most dominant styles that young women have towards purchasing cosmetic products online.
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