Sabrina, Philline
(2018)
The Effects of variety-seeking buying behavior on hedonic and utilitarian value in cosmetics shopping satisfaction.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
In recent years, cosmetics are inevitably the primary needs of everyone, especially women Cosmetics are basically used to enhance beauty, alter attractiveness and not to mention, boost confidence and get better treatment in social interactions. Women try different cosmetic products to see which ones give a better modification to their facial appearance. Several factors were taken into consideration by women in buying cosmetic products, followed by their motivations behind their purchase decision. This quantitative study examines how satisfaction in cosmetics shopping can be attained through the effect of variety-seeking buying behavior on hedonic and utilitarian value Data collection method used non-probability sampling techniques with convenience sampling method The Structural Equation Modelling analysis was done using Smart PLS 3.0, conducted on 100 female respondents who have experienced cosmetics shopping The current study finds that variety-seeking buying behavior has significant effects on both hedonic and utilitarian value. The result indicates that variety seeking buying behavior positively influences hedonic value Additionally, there is a negative relationship between variety-seeking buying behavior and utilitarian value The results also showed that hedonic and utilitarian valse have a significanily positive influence on satisfaction.
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