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

doi:10.35335/jmas.v6i1.171

Eka Dewi Setia Tarigan Universitas Medan Area, Indonesia
Tohap Parulian Universitas Medan Area, Indonesia
Hesti Sabrina Universitas Medan Area, Indonesia
Patar Marbun Universitas Medan Area, Indonesia
Amrin Mulia Utama Nasution Universitas Medan Area, Indonesia

DOI: https://doi.org/10.35335/jmas.v6i1.171

Keywords: Demographic Segmentation, Psychographic Segmentation, Purchase Decision

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.

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