PENGARUH KESADARAN KESEHATAN, LINGKUNGAN DAN PENAMPILAN TERHADAP SIKAP PERILAKU PEMBELIAN KOSMETIK BODY SHOP DI SURABAYA

Abstract

The woman is a creature that is synonymous with beauty, women always want to look beautiful in various circumstances and has always wanted to be the center of attention for him. This is the reason why women like to adorn themselves with the use of a wide range of cosmetics used. This condition is well used by cosmetic manufacturers. The total population of around 250 million people, making Indonesia a promising market for cosmetic companies. One of the cosmetic products imported into Indonesia is the Body Shop. Body Shop is a cosmetics company that was established on March 26, 1976 by Anita Roddick. Although it is a cosmetics company, The Body Shop emphasize support for a wide range of global issues. This study was conducted to analyze Effect of health consciousness, environmental attitudes and buying behavior of the appearance of the cosmetic Body Shop in Surabaya. The results of this study are expected to be used by the Body Shop in developing appropriate strategies to improve the attitude of buying behavior Body Shop in Surabaya. This study uses a quantitative approach to technical Multiple regression analysis (multiple linear regression) and SPSS 16 (Statistical Product and Service Solutions). The sample used in this study is the Body Shop customers in Surabaya consisting of 97 persons, domiciled in the city of Surabaya with age range 17-65 years and never made a purchase at the Body Shop is more than two times in the last 6 months. The questionnaire distributed to respondents using non-probability sampling and purposive sampling. These results indicate that health consciousness, environmental awareness, awareness of appearance positive and significant impact on purchasing behavior attitudes.