Published date: Sep 26 2023

Journal Title: KnE Social Sciences

Issue title: International Conference on Multidisciplinary Science (Iconais)

Pages: 521–535

DOI: 10.18502/kss.v8i16.14066

Hidayati Irairahidayati@radenintan.ac.idUniversitas Islam Negeri Raden Intan Lampung

Hidayati IraUniversitas Islam Negeri Raden Intan Lampung

The emergence of cosmetic products is growing with time, technology, and lifestyle. Its impact can be easily found in women as the main sales target who have a tendency to have a brand-oriented lifestyle, otherwise known as brand minded lifestyles. Individuals who have these lifestyles are only oriented to buying and using well-known, expensive and exclusive branded products. This buying behavior is also entangled with the existence of a reference group that acts as a reference point in forming beliefs, attitudes and behavior. This study aims to determine the relationship between brand-minded style and reference groups with the intention of buying cosmetic products among working women. The population is women who work at PT Amaan Indonesia Sejahtera South Lampung Area, amounting to 45 people with a total sampling technique. The data collection method used a 27-item intention scale (α = 0,903), a 19-item brand-minded lifestyle scale (α = 0,866) and a 25-item reference group scale (α = 0,864). The data analysis technique used a multiple linear regression analysis. The results showed that the value of R = 0,556 and the value of F = 0,9401 with sig 0,000 (p<0,05); stating that there is a relationship between a brand-minded lifestyle and reference group with the intentions to buy cosmetics products in working women, with an effective contribution of 30.9% consisting of 21.9% in the reference group, and 9% from the brand minded lifestyle group.

Keywords: Strategy, Culture, Conflict, Society, Multicultural

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