PENGARUH PENGETAHUAN KOSMETIKA DAN PERSEPSI MAHASISWA TATA RIAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK BB CREAM UNTUK PENAMPILAN DIRI

Abstract

Abstrak: Kemajuan media dan teknologi serta mudahnya mengakses informasi mengakibatkan masuknya berbagai macam tren kecantikan dunia ke Indonesia, salah satunya adalah tren kosmetik Korea yaitu BB cream. Tidak hanya merek Korea, merek kosmetik multinasional yang terkenal juga merilis BB cream di pasar global dengan brand BB mereka sendiri. Perkembangan tren kosmetik BB cream juga tidak luput dari perhatian mahasiswa Tata Rias Universitas Negeri Surabaya. Tujuan penelitian ini adalah menganalisis pengaruh pengetahuan kosmetika terhadap keputusan pembelian produk BB cream, pengaruh persepsi terhadap keputusan pembelian produk BB cream, dan menganalisis pengaruh pengetahuan kosmetika dan persepsi terhadap keputusan pembelian produk BB cream untuk penampilan diri pada mahasiswa Tata Rias Universitas Negeri Surabaya. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah mahasiswa Tata Rias Universitas Negeri Surabaya sejumlah 162 mahasiswa, sampel penelitian sejumlah 110 mahasiswa diambil secara simple random sampling. Analisa data menggunakan regresi berganda. Hasil analisis data menunjukkan bahwa pengetahuan kosmetika secara parsial berpengaruh signifikan terhadap keputusan pembelian produk BB cream sebesar 4,6%, persepsi secara parsial berpengaruh signifikan terhadap keputusan pembelian produk BB cream sebesar 34,9%, pengetahuan kosmetika dan persepsi secara simultan berpengaruh signifikan terhadap keputusan pembelian produk BB cream pada mahasiswa Tata Rias Universitas Negeri Surabaya terjawab dari F-hitung yaitu 33,420 dengan tingkat signifikansi kurang dari 5%.

Kata kunci: Pengetahuan kosmetika, persepsi, keputusan pembelian, BB cream.

Abstract: Media and technology advancement as well as easy access for information resulted in the inclusion of a wide variety of world cultures including beauty trends to Indonesia, one of them is the trend of Korean cosmetic’s BB cream. Not only Korean brand, but multinational brand known cosmetics also release BB cream in global market with their own BB brand. The development trend of BB cream also did not escape from the attention on students in Beauty and Health Department at the State University of Surabaya. The purpose of this research was to analyze the influence of cosmetic knowledge towards BB cream purchase decision, analyze the influence of perception towards BB cream purchase decision, and was to analyze the influence of cosmetic knowledge and perception towards BB cream purchase decisions for personal appearance on students in Beauty and Health Department at the State University of Surabaya. This research was using quantitative approach. The population consisted of  162 students in Beauty and Health Department at the State University of Surabaya, 110 students samples are taken by simple random sampling. Data was analyzed by using multiple regression. Result based on data analysis show that cosmetic knowledge partially has significance influence towards BB cream purchase decisions by 4.6%, perception partially has significance influence towards BB cream purchase decisions by 34.9%, cosmetic knowledge and perception simultaneously have significance influence towards BB cream purchase decisions on students in Beauty and Health Department at the State University of Surabaya showed from F-test result by 33,420 with significance less than 5%.

Keywords: cosmetic knowledge, perception, BB cream, purchase decision.