Sabrina, Philline (2018) The Effects of variety-seeking buying behavior on hedonic and utilitarian value in cosmetics shopping satisfaction. Bachelor thesis, Universitas Pelita Harapan.
Full text not available from this repository.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.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Sabrina, Philline NIM00000010998 UNSPECIFIED UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Hutabarat, Moses Lorensius Parlinggoman NIDN0329077202 moses.hutabarat@uph.edu |
Additional Information: | SK 11-14 SAB e ; 31001000255456 |
Uncontrolled Keywords: | variety-seeking buying behavior; hedonic value; utilitarian value; satisfaction; cosmetics shopping. |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
Depositing User: | Marselita New |
Date Deposited: | 28 Apr 2022 08:07 |
Last Modified: | 04 Dec 2023 03:25 |
URI: | http://repository.uph.edu/id/eprint/47368 |