Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB)
Simanjuntak, Eva Yohana
Unknown Affiliation
Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB)

 1 
THE INFLUENCE OF CONFORMITY CONSUMPTION BEHAVIOR AND PRODUCT ATTRIBUTES ON THE DECISION TO PURCHASE SKINCARE PRODUCTS : (Study in State University Students in the City of Medan) Simanjuntak, Eva Yohana; Marpaung, Nicholas
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 3 No. 2 (2024): FEBRUARY
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v3i2.892

Abstract

This study aims (1) to determine the effect of Conformity Consumption Behavior on purchasing decisions for skin care products, (2) to ascertain the impact of Product Attributes on the purchasing decisions of skin care products, and (3) to examine the combined influence of Conformity Consumption Behavior and Product Attributes on purchasing decisions for skin care products. The research employs a quantitative method. The results of this study yield a multiple linear regression equation: Y = 6.453 + 0.172 X1 + 0.647 X2. Partially, Conformity Consumption Behavior demonstrates a positive and significant effect, as evidenced by a t-value value of 2.571, exceeding the t-table value of 1.1985. Similarly, Product Attributes exhibit a positive and significant effect, with a t-value of 8.830 surpassing the t-table value of 1.985. Simultaneously, the combined impact of Conformity Consumption Behavior and Product Attributes on the decision to purchase skin care products is demonstrated by an F-value of 77.803, surpassing the F-table value of 3.09. Notably, the variable with the most dominant influence in this study is Product Attributes, with a value of 8.830.
Co-Authors Marpaung, Nicholas