The influence of millennial women's lifestyle, perceptions, and consumer preferences on skincare purchasing decisions: A case study on millennial women in East Aceh Regency

G Gebrina (Faculty of Economics and Business, Universitas Malikussaleh, Bukit Indah, Lhokseumawe)
Sapna Biby (Faculty of Economics and Business, Universitas Malikussaleh, Bukit Indah, Lhokseumawe)
Azhar Hasan (Faculty of Economics and Business, Universitas Malikussaleh, Bukit Indah, Lhokseumawe)
Z Zulkifli (Universitas Malikussaleh, Bukit Indah, Lhokseumawe)

Management Research and Behavior Journal
Vol 2, No 1 (2022)

This study examined the influence of millennial women's lifestyle, perceptions, and consumer preferences on skincare purchasing decisions (a case study on millennial women in East Aceh Regency). This study used primary data obtained by distributing questionnaires to 100 respondents selected using the Purposive sampling method. The data analysis method used was the multiple linear regression method with the help of SPSS. The results partially showed that lifestyle did not influence skincare purchasing decisions for millennial women in East Aceh Regency, perceptions positively and significantly influenced skincare purchasing decisions for millennial women in East Aceh Regency, and consumer preferences positively and significantly influenced skincare purchasing decisions for millennial women in East Aceh Regency. Simultaneously, lifestyle, consumer perceptions, and preferences positively and significantly influenced skincare purchasing decisions for millennial women in East Aceh Regency.