Factors Influencing Purchase Intention of Men's Skincare Products in Indonesia

Imas Pradita Pradita, Fikri Farhan

Sari


This study examines several determinants shaping men’s purchase intention toward skincare products in Indonesia. A quantitative orientation was employed by utilizing primary data collected through questionnaire distribution. Participants were selected using a nonprobability approach through snowball sampling, targeting males aged 17 to 55 years who had never purchased men’s skincare products. A total of 307 valid responses were included in the empirical assessment. The interrelationships among constructs were evaluated using Partial Least Squares Structural Equation Modelling (PLS SEM). The findings reveal that social media usage substantially enhances men’s intention to purchase skincare products. Digital engagement also contributes positively to self image concern and health consciousness. However, self image concern does not demonstrate a meaningful association with purchase intention and fails to mediate the linkage between social media usage and purchase intention. In contrast, health consciousness significantly strengthens purchase intention and partially mediates the relationship between social media usage and purchase intention. Meanwhile, skin health concern and masculinity do not exhibit significant associations with purchase intention. The study further indicates that favorable perceptions of skincare products reinforce male consumers’ willingness to purchase such products. These findings suggest that the transformation of male consumer behavior in the Indonesian skincare market is more strongly driven by digital exposure, health oriented considerations, and product perception than by traditional masculinity constructs

Kata Kunci


Self-Image Concern; Health Concerns; Masculinity; Skincare; Purchase Intention

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Referensi


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DOI: http://dx.doi.org/10.56589/keizai.v7i1.573

Keizai

Gedung Fakultas Bisnis, Universitas Darwan Ali, JL. Batu Berlian, No. 10, Sampit, Kabupaten Kotawaringin Timur, Provinsi Kalimantan Tengah, 74325

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