THE EFFECT OF PRODUCT AND CONSUMER CHARACTERISTICS ON IMPULSE PURCHASING (STUDY AT FEMALE COSMETIC PRODUCTS)
ABSTRACT: Cosmetic products
are a set of products that are purchased by women, frequently or
unintentionally. Theory related research are impulse purchasing, product and
consumer characteristics. The data was collected from 100 respondents they are
all female customers that use product cosmetic like compact powder in Manado.
This research methodology utilized in this study was survey research and
Multiple Linear Regressions Analysis was used to analyze the data. Product
characteristic and consumer characteristic are all factors that influence
impulse purchasing for female cosmetic products in Manado The result of T-test
shows that the independent variables such as product characteristics and
consumer characteristics partially have very significant and significant
influence. There are three constructive findings that can be concluded from the
overall result in this research, which are listed as follow : Product
Characteristics and Consumer Characteristics influence the Impulse Purchasing
for female cosmetic products in Manado, simultaneously. Product Characteristics
influence the Impulse Purchasing for female cosmetic products in Manado,
partially. Consumer Characteristics influence the Impulse Purchasing for female
cosmetic products in Manado, partially.
Author: Feibe Kolondam
Journal Code: jpmanajemengg160098
