Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Journal Of Management Science (JMAS)
Eka Dewi Setia Tarigan
Universitas Medan Area, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Impact of demographic segmentation and psychographic segmentation on purchase decisions of K beauty products Eka Dewi Setia Tarigan; Tohap Parulian; Hesti Sabrina; Patar Marbun; Amrin Mulia Utama Nasution
Junal Ilmu Manajemen Vol 6 No 1 (2023): January: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v6i1.171

Abstract

The booming development of k pop and k drama has brought many changes to the products purchased by the public. One of the products that are most influenced by k-pop and k-drama are beauty products that are much liked by Indonesian women. Indonesian women really like the beauty of k-pop and k-drama Korean artists so that Korean Hallyu is the current trend. This study used a purposive sampling method with a total sample of 100 people with the sample criteria being women aged 17 years and over who had purchased k beauty products at least three times. This research was conducted to find out whether the demographic segmentation variables consisting of age, occupation, income influence the decision to purchase k beauty products and the psychographic segmentation variables consisting of indicators; values, lifestyle and personality affect consumer purchasing decisions for k beauty products. Partially, each of the demographic and psychographic segmentation variables has a positive and significant effect on the purchasing decision of k beauty products. Simultaneously the two independent variables also have a positive and significant influence so that all hypotheses are accepted.
Co-Authors Amrin Mulia Utama Nasution Hesti Sabrina Patar Marbun Tohap Parulian