Alasan Pria Dalam Membeli Sampo Wanita: Studi Keputusan Pembelian
DOI:
https://doi.org/10.53866/jimi.v5i2.770Keywords:
Purchasing Decision, Gender, Male Consumer Behavior, Consumer BehaviorAbstract
This research aimedto determine the reasons behind men's purchasing decisions for women's shampoo products. This research was conducted in the Manado State Polytechnic environment, with a sample consisting of male students of the Manado State Polytechnic. The research method used is qualitative, with a bold interview approach via Google Forms. This research identifies several reasons that influence men's purchasing decisions regarding women's shampoo, which are then determined to be factors that influence purchasing decisions. The factors identified are product quality, smell andsocial influence. These findings provide deeper insight into male consumers' behaviortowards products marketed to women.
References
Andjani, S. D. K. (2022). Pengaruh maskulinitas-feminitas dan gaya hidup terhadap penggunaan produk perawatan wajah pada pria (Skripsi). Universitas Gadjah Mada.
Arfah, Y. (2022). Keputusan pembelian produk. PT Inovasi Pratama Internasional.
Cynthia, D., Hermawan, H., & Izzuddin, A. (2022). Pengaruh lokasi dan kualitas pelayanan terhadap keputusan pembelian. Publik, 9(1), 104–112.
Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer response to web sites and their influence on advertising effectiveness. Internet Research, 12(4), 318–328.
Hudani, A. (2020). Pengaruh faktor budaya, faktor sosial, dan faktor pribadi terhadap keputusan pembelian. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 99–107.
Jain, V., Shetty, M. P., & Jagani, M. K. (2014). Impact of smell on consumer purchase intention at high and low purchase decision involvement level. Marketing & Communication, 5.
Kasmir. (2016). Manajemen perbankan (Cet. ke-7). RajaGrafindo Persada.
Kotler, P. (2005). The role played by the broadening of marketing movement in the history of marketing thought. Journal of Public Policy & Marketing, 24(1), 114–116.
Lindström, M. (2005). BRAND sense: Build powerful brands through touch, taste, smell, sight and sound. Free Press.
Martianto, I. A., Iriani, S. S., & Witjaksono, A. D. (2023). Faktor-faktor yang mempengaruhi keputusan pembelian. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1370–1385.
Palan, K. M. (2001). Gender identity in consumer behavior research: A literature review and research agenda. Academy of Marketing Science Review, 10(2001), 1–31.
Rajasa, E. Z., Manap, A., Ardana, P. D. H., Yusuf, M., & Harizahayu, H. (2023). Literature review: Analysis of factors influencing purchasing decisions, product quality and competitive pricing. Jurnal Ekonomi, 12(1), 451–455.
Santoso, R., Erstiawan, M. S., & Kusworo, A. Y. (2020). Inovasi produk, kreatifitas iklan dan brand trust mendorong keputusan pembelian. Jurnal Nusantara Aplikasi Manajemen Bisnis, 5(2), 133–145.
Wijaya, P. (2014). Faktor-faktor yang mempengaruhi perilaku konsumen pria terhadap pembelian produk perawatan kulit wajah: Studi terhadap mahasiswa pria Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana Salatiga (Skripsi). Universitas Kristen Satya Wacana
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Misael Aldo Walangitan, Bervie Fransel Rondonuwu, Immanuel Christian Pontorondo, Floren Agnesia Sinaga
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
