factors of cosmetic purchase intention in women …

FACTORS OF COSMETIC PURCHASE INTENTION IN WOMEN EMPLOYEES (STUDY IN

JABABEKA INDUSTRIAL ESTATE)

By:

Pratiwi Citra Bella Lestari

014201400099

A Skripsi presented to

the Faculty of Business President University

in partial fulfilment of the requirements for

Bachelor Degree in Management

May 2018

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PANEL OF EXAMINERS APPROVAL SHEET

The Panel of Examiners declare that the skripsi entitled

―FACTORS OF COSMETIC PURCHASE

INTENTION IN WOMEN EPLOYEES (STUDY IN

JABABEKA INDUSTRIAL ESTATE)‖ that was submitted

by Pratiwi Citra Bella Lestari majoring in Management from the

Faculty of Business was assessed and approved to have passed the

Oral Examination on May, 15th 2018.

Chair – Panel of Examiners

Examiner 1

Dr. Ir. B.M.A.S. Anaconda Bangkara, MT., MSM.

Examiner 2

Dr. Dra. Genoveva, M.M.

Siska Purnama Manurung S,Kom., MM.

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DECLARATION OF ORIGINALITY

I, declare that this skripsi, entitled ―FACTORS OF

COSMETIC PURCHASE INTENTION IN WOMEN

EPLOYEES (STUDY IN JABABEKA INDUSTRIAL

ESTATE)‖, is, to the best of my knowledge and beliefs, an

original piece of work that has not been submitted, either in a whole

or in a part, to another university to obtain a degree.

Cikarang, May 15th

2018


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ACKNOWLEDGEMENT

I would like to express my greatest gratitude to Allah SWT for the blessing,

mercy, and opportunity as well as health and wellbeing that He has showered

me throughout my life, especially during the period of skripsi completion,

The skripsi would not have been finished without the help and support of the

people around me, therefore, I would like to express my appreciation to those

who contribute to the making process of this research. Firstly, a very special

gratitude goes to both my parents, Bambang Eko Wibisono and Oktavia, also

my older sibling Billy and Hugo who always provide me with their never-

ending love and support which motivate me to finish this venture.

Secondly, I send my sincere gratefulness to my skripsi advisor, Dr. Ir.

B.M.A.S. Anaconda B, MT., MSM. who shared his valuable time, energy,

knowledge, and expertise, as well as his life experiences to guide and

encourage me throughout the research period patiently.

To my beloved friends, thank you for the support and help you all have given

to me, and all the memories we created together during our life in university.

I also like to take this opportunity to thank all the lecturers, staffs and fellow

students for the experiences and knowledge I obtained during my time as a

President University student which I believe will be beneficial later in life.

Lastly, thank you for those people who lent their hands to contribute and

participate, both directly and indirectly, in the completion of this skripsi, whom

of which I could not mention individually. Hopefully, this skripsi will give

benefits and inspirations for the society.

Sincerely,


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TABLE OF CONTENT

PANEL OF EXAMINERS APPROVAL SHEET ............................................... I

DECLARATION OF ORIGINALITY ................................................................ II

ACKNOWLEDGEMENT .................................................................................. III

TABLE OF CONTENT .......................................................................................IV

LIST OF TABLES.............................................................................................. VII

LIST OF FIGURE ............................................................................................ VIII

LIST OF EQUATION..........................................................................................IX

ABSTRACT ........................................................................................................... X

CHAPTER I ............................................................................................................ 1

INTRODUCTION .................................................................................................. 1

1.1 Background .................................................................................................... 1

1.2 Problem Identification .................................................................................... 4

1.3 Research Questions ........................................................................................ 5

1.4 Research Objective ......................................................................................... 5

1.5 Significance Of Study .................................................................................... 6

1.6 Scope Of Limitation ....................................................................................... 6

1.7 Organization Of Skripsi.................................................................................. 7

CHAPTER II .......................................................................................................... 8

LITERATURE REVIEW ...................................................................................... 8

2.1 Introduction .................................................................................................... 8

2.2 Purchase Intention Theory .............................................................................. 8

2.3 Celebrity Endorsement ................................................................................... 9

2.4 Product Packaging ........................................................................................ 10

2.5 Brand Image ................................................................................................. 12

2.6 Price Fairness ............................................................................................... 13

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2.7 Perceived Quality ......................................................................................... 14

2.8 Research Gap ................................................................................................ 15

CHAPTER III ....................................................................................................... 22

METHODOLOGY ............................................................................................... 22

3.1 Introduction .................................................................................................. 22

3.2 Theoretical Framework ................................................................................ 22

3.3 Research Framework .................................................................................... 23

3.4 Operational Definition Of Variables ............................................................ 24

3.5 Questionnaire................................................................................................ 28

3.6 Population And Sampling Design ................................................................ 29

3.7 Research Instrument ..................................................................................... 30

3.7.1 Data Collection Process ........................................................................ 30

3.7.2 Validity Test ........................................................................................... 31

3.7.3 Reliability Test ....................................................................................... 32

3.8 Normality Test .............................................................................................. 33

3.9 Factor Analysis ............................................................................................. 34

3.9.1 Correlation Matrix ................................................................................ 34

3.9.2 Factoring Extraction ............................................................................. 35

3.9.3 Factors Rotation .................................................................................... 37

3.9.4 Labeling The Established Factors ......................................................... 37

CHAPTER IV ....................................................................................................... 38

DATA ANALYSIS ............................................................................................... 38

4.1 Pre-Test ........................................................................................................ 38

4.1.1 Reliability Test ....................................................................................... 38

4.1.2 Validity Test ........................................................................................... 38

4.2 Normality Test .............................................................................................. 42

4.3 Factor Analysis ............................................................................................. 43

4.3.1 Preliminary Analysis ............................................................................. 43

4.3.2 Factor Extraction .................................................................................. 45

4.3.3 Factor Rotation ..................................................................................... 49

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4.3.4 Dominant Factor ................................................................................... 51

4.4 Discussion .................................................................................................... 53

CHAPTER V......................................................................................................... 55

CONCLUSION AND RECOMMENDATION .................................................. 55

5.1 Conclusion .................................................................................................... 55

5.2 Recommendation .......................................................................................... 55

REFERENCE ....................................................................................................... 57

APPENDIX ........................................................................................................... 62

Appendix A – Questionnaire .............................................................................. 62

Appendix B – Normality .................................................................................... 66

Appendix C – Factor Analysis ........................................................................... 71

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LIST OF TABLES

Table 1.1 Top Ten Largest Cosmetics Company In Indonesia ................................ 1

Table 1.2 Top Eight Cosmetics Product On Sales In Indonesia .............................. 2

Table 1.3 Registered Cosmetics Products In Bppom ............................................... 3

Table 2.1 The Previous Research ........................................................................... 19

Table 3.1 Operational Definition Of Variables ...................................................... 24

Table 3.2 Example Of Likert Scale Questionnaire ................................................. 28

Table 3.3 Criteria Of Significance Factor Loading Based On Sample Size .......... 36

Table 4.1 Reliability Test Result ............................................................................ 38

Table 4.2 Validity Of Celebrity Endorsement ........................................................ 39

Table 4.3 Validity Of Product Packaging .............................................................. 39

Table 4.4 Validity Of Brand Image ........................................................................ 40

Table 4.5 Validity Of Price Fairness ...................................................................... 40

Table 4.6 Validity Of Perceived Quality ................................................................ 41

Table 4.7 Kolmogrov-Smirnov With Adjusted Lilliefors Normality Test ............. 42

Table 4.8 Kmo And Bartlett's Test ......................................................................... 44

Table 4.9 Anti-Image Matrices .............................................................................. 44

Table 4.10 Communalities ..................................................................................... 45

Table 4.11 Total Variance Explained ..................................................................... 47

Table 4.12 Rotated Component Matrix .................................................................. 49

Table 4.13 Component Transformation Matrix ..................................................... 50

Table 4.14 Factor Classification ............................................................................. 51

Table 4.15 Construction Of The First Factor ......................................................... 51

Table 4.16 Construction Of The Second Factor ..................................................... 52

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LIST OF FIGURE

Figure 1.1 Indonesian Consumer Cosmetic Preference ........................................... 4

Figure 3.1 Theoretical Framework ......................................................................... 22

Figure 3.2 Research Framework ............................................................................ 23

Figure 4.1 Probability Plots Of Celebrity Endorsement......................................... 43

Figure 4.2 Factor Analysis Scree Plot .................................................................... 48

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LIST OF EQUATION

Pearson’ S Product-Moment.……............................................................31

Cronbach’s Alpha……..............................................................................33

x

ABSTRACT

Cosmetics become the primary needs for woman and men. Along with the

development of science and technology, various types of cosmetics appear on

the market. This study aims to specify factors in women employee cosmetics

purchase intention by adopting Purchase Intention Theory which encompasses

Celebrity endorsement, Product Packaging, Brand Image, Price Fairness, and

Perceived Quality. The study is using purposive sampling method and

conducted by distributing the questionnaires to 155 cosmetic users who work

in Jababeka Industrial Estate, Indonesia. The Statistical Package for Social

Science (SPSS) Version 24.0 is used to calculate the statistical analysis. This

study adopted factor analysis factor which resulted in two dominant factors

namely Performance of the Product and Attractiveness.

Keywords: Analysis Factor, Purchase Intention, Cosmetics, Performance

of the Product, Attractiveness.

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CHAPTER I

INTRODUCTION

1.1 Background

In 2016 total population in Indonesia amounted to 261.1 million people (World

Bank, 2017), making Indonesia a promising market for cosmetics companies.

Currently the development of Indonesia cosmetics industry is quite solid

(Kementrian Perindustrian RI, 2016). This can be seen from the increase of

cosmetic sales in 2012 14% to 9.76 trillion (IDR) from 8.5 trillion, based on

data from the Ministry of Industry Republic Indonesia. In the last six year

(2009-2015). It is estimated that the market size of the cosmetic market is 46.4

trillion in 2017. In this amount, Indonesia is a potential market for beauty

industry entrepreneurs both from local and even international enterprises (PT

Sigma Research, 2017).

Dunia Industri conducted market research in October 2016, got top ten largest

cosmetics company in Indonesia based on sales value, market segmented and

brand name in Indonesia, Table 1.1 are the list of top ten largest cosmetic

company in Indonesia.

Table 1.1 Top ten Largest Cosmetics Company in Indonesia

No Company Name Brand Sales

1 PT Unilever Indonesia Tbk Tresemme, Ponds,

Citra, Vaseline,

Clear, AXE, etc.

Rp 36.5 trilliun

2 PT Loreal Indonesia Loreal Paris,

Maybelline, Garnier,

kerastase, The Body

Shop, etc

Rp 27.99 trilliun

2

3 PT P&G Indonesia Tbk SK-II, Pantene,

Wella, Olay, Always,

dan Head

& Shoulders

Rp 14.87 trilliun

4 PT Mandom Indonesia Tbk Pixy, Gatsby Rp 2.31 trilliun

5 PT Martina Bero Tbk Mirabella, Belia,

Caring colours, PAC,

Cempaka, Sariayu,

Biokos

Rp 694.7 miliar

6 PT Akasha Wira International Tbk Makarizo Rp 669.7 miliar

7 Oriflame Oriflame Rp 603 miliar

8 PT Mustika Ratu Tbk Mustika Ratu,

Biocell, Puteri,

Rp 428 miliar

9 PT Paragon Technology Wardah Rp 350 miliar

10 Revlon Revlon, Cutex,

PureICE

Rp 124 miliar

Source: Duniaindustri (2017)

In addition to the top ten cosmetics companies, Dunia Industri research also

found eight cosmetics brands with the highest sales in Indonesia that can be

seen on table 1.2. In the first position was occupied by L’Oréal with estimated

sales in 2015 is amounting to 825 billion (IDR). In the second position is

Oriflame, and then followed by Ponds, Citra, Gatsby, Pixy, Wardah and in the

eighth position occupied by Sariayu.

Table 1.2 Top eight Cosmetics Product on Sales in Indonesia

NO Cosmetics Brand Company Sales

1 L’Oreal PT L’Oréal Indonesia Rp 825 miliar

2 Oriflame PT Oriflame Cosmetic Indonesia Rp 603 miliar

3 Ponds PT Unilever Indonesia Tbk Rp 358 miliar

4 Citra PT Unilever Indonesia Tbk Rp 347 miliar

5 Gatsby PT Mandom Indonesia Tbk Rp 335 miliar

6 Pixy PT Mandom Indonesia Tbk Rp 317 miliar

7 Wardah PT Paragon Technology Rp 300 miliar

8 Sariayu PT Martina Berto Tbk (MBTO) Rp 229 miliar

Source: Duniaindustri (2017)

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The Indonesian cosmetics market is dominated by imported cosmetics product

60% of the total domestic market. About 5% of products are imported from

ASEAN countries, while the remaining 55% are imported from Europe, The

United States, China and some other countries. Based on the data of POM RI,

the number of cosmetics that were notified in 2017 until September was 33,823

products. This number increased 11.57% from the previous year in the same

period (Badan Pengawas Obat dan Makanan Republik Indonesia, 2017). Below

are the details of the percentage of products registered in BPPOM.

Table 1.3 Registered Cosmetics Products in BPPOM

Country of

Origin

Percentage of Product

Cosmetics

Indonesia 40.52%

Asean 4,69%

Europe 28,58%

Other countries 26,21%

Source: Kemenperin (2016)

Based on research results from Nielsen (2016), Indonesian consumers prefer to

buy global cosmetics products rather than local products. Based on beauty

product sales data in the third quarter of 2015, 48 percent of consumers liked

global brand cosmetics 36 percent chose local products and the remaining 16

percent do not have any preferences. The demand for imported cosmetics

Indonesia continues to increase in line with the growth will be the need for

premium cosmetics brands from middle-class consumers in Indonesia.

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Figure 1.1 Indonesian Consumer Cosmetic Preference

Source: Nielsen (2016)

1.2 Problem Identification

As there is an increase in people dependency on the usage of cosmetics to meet

their daily needs, the growth of cosmetic market in the world is getting bigger

and tighter, including Indonesia. According to PT Sigma Research (2017), the

growth of this market in Indonesia averaged 9.67% per year in the last six

years (2009-2015). It is estimated that the market size of the cosmetic market is

46.4 trillion (IDR) in 2017 of the total population reached over 260.1 million

people. Therefore, it makes Indonesia as a potential market for cosmetics

industry, both local and international enterprises.

The problem emerges when the majorities of Indonesians tend to purchase and

use cosmetics product produced by foreign producers or prefer chose global or

international cosmetic product, which described in Figure 1.1 above. It is also

can be seen in the Table 1.2 top eight cosmetics product on sales in Indonesia,

the first position was occupied by L’Oréal. L’Oréal is the largest French

cosmetic company with estimated sales in 2015 reached over 825 million

(IDR) in Indonesia. Other supporting data that Indonesia consumer prefer

48%

36%

16%

Global Products Lokal Products note vote

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global cosmetic product is the data from Ministry of Industry in Indonesia

(2016) in the Table 1.3 that 60% of domestic market are dominated by

imported cosmetic product which 4.69% from ASEAN, 28.58% is from

Europe, and 26.21% came from other countries, Indonesia just take total

amount 40% of domestic market in cosmetic industry. So, the money generated

from the purchase is transferred to the foreign firms and increase their

prosperities instead of local producers.

1.3 Research Questions

The purpose of this research is to identify the correlation between celebrity

endorsement, product packaging, brand image, price fairness, perceived quality

and consumer purchase intention on the global cosmetics product. The study is

conducted by using purchase intention of cosmetics products model that

developed by Chin and Harizan (2017) which encompasses celebrity

endorsement, product packaging, brand image, price fairness, and perceived

quality. Here are the several questions that the researcher is trying to answer by

conducting the study.

1. What are the dominant factors from celebrity endorsement, product

packaging, brand image, price fairness, and perceived quality that

contribute to stimulate intention to purchase a global cosmetic product?

2. What are the dominant factors that can be developed from purchase

intention theory in consumer of cosmetic product?

1.4 Research Objective

The research entitled ―Factors of Cosmetic Purchase Intention in Women

Employees (Study in Jababeka Industrial Estate)‖ with the subject of study is

cosmetics users who work in Jababeka Industrial Estate. This research is

conducted to answer the research question mentioned above.

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1. To identify the dominant factors of celebrity endorsement, product

packaging, brand image, price fairness, and perceived quality that

stimulates intention to purchase cosmetic product.

2. To identify the dominant factors that developed from consumer

purchase intention in cosmetic product.

1.5 Significance of Study

a. Society: For the society, this study is expected to be useful for

disseminating a new knowledge about how society’s purchase intention

in cosmetic products. Especially towards lipstick cosmetics products

where there are products from overseas brands and domestic products.

b. Local cosmetics producers: For local cosmetics manufacturers, this

research can contribute to providing additional information and

references to establish long-term business strategies that match with

customer purchase intention to gain a higher probability of survival and

generate more profits.

c. Education: For education, this research can contribute to society by

providing some new knowledge about Purchase Intention. Hopefully by

reading this study, readers can also learn to use factor analysis to

conduct social science research.

d. Future research: For future research, the business market is constantly

changing due to several factors. One such factor is characteristics and

preferences of consumers. Therefore, further investigation in purchase

intention factors can reduce the gap between previous and recent

studies. It is hoped that this study also contributes in filling in previous

research gaps and assisting in investigating factors in purchase intention

1.6 Scope of Limitation

The scope on this research is only focused on cosmetics user, especially for lip

color product according to YouGov (2016) Indonesian 1st type cosmetic

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product is lipstick. Therefore, the researcher focused to lipstick cosmetic in

order to make it easier to understand the meaning of cosmetic in same

perspective between researcher and respondent. Targeted female who worked

in Jababeka Industrial Estate, which close to the industry due to Jababeka

Industrial Estate in Cikarang is the biggest city of industries in Southeast Asia.

The limitation of this research is the researcher will not include the

demographical factor, except Age. This research also conducted only based on

Purchase intention to explore its correlation.

1.7 Organization of Skripsi

The first chapter of this skripsi covers the research background, problem

identification, research objective, significance of the study, as well as scope

and limitation of the research. Chapter 2 outlines literature review related to the

research. Chapter 3 consists of research design, framework, and methodology

that applied for this particular research. Chapter 4 contains data analysis and

interpretation of the result. And Chapter 5 delivers the conclusion that obtained

from the research and recommendations for future research. Questionnaire

details, ordinal and interval data, and more detailed SPSS analysis can be

found in the appendices.

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CHAPTER II

LITERATURE REVIEW

2.1 Introduction

This chapter will contain literature and theories that related to the research. It

also explains theoretical framework to examine five variables of Purchase

Intention theory in which used to developed new factors.

2.2 Purchase Intention Theory

Based on term, intention is explained as the antecedents that stimulate and

drive consumer’s purchases of product and service (Hawkins & Mothersbaugh,

2010). Purchase intention is composed from consumer’s feelings, thoughts,

experience and external factors that considered before making any purchase

(Bhakar, Bhakar, & Dubey, 2015). Purchase intention occur at evaluation stage

of purchase or evaluation of alternatives (Kotler & Armstrong, 2017).

According to Kotler and Armstrong (2017) there are two factors can made

purchase intention and purchase decision to choices most preferred brand. The

factors are attitudes of others and unexpected situational factors. Attitudes of

others mean when the important person around consumer think consumer

should buy the lowest priced product, then the chances of us buying more

expensive products are reduced because of that. Unexpected situational factor

mean consumer may to purchase intention based on factors such as income,

price and product benefit. But because of unexpected macroeconomic

condition made the purchase intentions do not want that really actual purchase

choice. The purchase intention was change because of the unexpected factor

economic condition. The marketer usually should to know the consumer actual

behavior through by their intention. Not the end until customer buy the

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product, marketer will consider the satisfied or dissatisfied that call post-

purchase behavior (Kotler & Armstrong, 2017).

Purchase behavior and purchase intention had the relationship (de Cannière, de

Pelsmacker, & Geuens, 2010). According de Cannière et al. Purchase behavior

could be predicted purchase intention with quality. Relationship of purchase

behavior and purchase intention connected with quality (de Cannière et al.,

2010). An individual's behavioral intention according on attitude towards the

behavior and the subjective norms associated with the behavior (Asshidin,

Abidin, & Borhan, 2016).

Asshidin, Abidin, and Borhan (2016) illustrate the concept of buying intentions

reflects consumers’ foreseeable behavior in short term future buying decisions.

They defined purchase intention is one of a very small set of variables that find

routine application in consumer research investigations undertaken for a

variety of different purposes and covering a broad range of products and

services that make what products or brand the consumer will buy on next

shopping trip and be a future projection of consumers’ behavior that will

significantly contribute to the configuration of attitudes.

2.3 Celebrity Endorsement

Celebrity endorsement has been recognized as an important promotional tool

by marketer (Chin & Harizan, 2017). Kotler and Armstrong (2017) explain

endorsement same with testimonial evidence. Testimonial evidence or

endorsement is one of the execution style that would be present the product for

customer. It could be ordinary people saying how much they like a given

product. For example, Whole Foods features a variety of real customers in its

Values Matter marketing campaign. Or it might be a celebrity presenting the

product (Kotler & Armstrong, 2017). Celebrities are a common feature in the

contemporary marketplace, often becoming the face, or image, not only of

consumer products and brands, but of organizations themselves (Ilicic &

Webster, 2011).

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Celebrity endorsements are effective for endorsement because several reasons

according Hawkins and Mothersbaugh (2010). First reason is attention,

celebrities may attract attention to the advertisement. Then, Consumers tend to

be curious about celebrities and are drawn to ads in which they appear.

Secondly reason is Attitude toward the ad. Likeability and popularity of

celebrity often interpret into higher advertisement, which can enhance brand

attitudes. Third reason is trustworthiness. Although the celebrity is being paid

for the endorsement, celebrity can develop strong and credible public personas

that consumer trust then that trust translated into purchase. Fourth reason is

expertise. Celebrities are also experts like music and sport that are frequently

occur. Companies in sport brand build whole lines around celebrity athletes.

Then, aspirational aspects as the fifth reason. Consumers can identify or want

to be like a celebrity. As a result, they can imitate celebrity behavior and style

through purchases of similar brand and styles. The last reason is meaning

transfer. Consumers may associate known characteristics of celebrities with

product attributes that coincide with their own needs or desires (Hawkins &

Mothersbaugh, 2010).

There are four items that indicate celebrity endorsement had influence

purchase intention. Bhakar et al. (2015) mention that physical celebrity

attractiveness, trustworthiness or credibility, expertise and celebrity popularity

as a factor of celebrity endorsement in research which has credible.

2.4 Product Packaging

Packaging serves was a critical role in marketing and, in some product

categories, such as bottled water the container carrying the consumable is

inextricably linked to the consumption experience itself (Hess, Singh, Metcalf,

& Danes, 2014). Package design not only increase the visibility of the product

but also helps in easy recognition of the product (Bhakar et al., 2015).

Packaging have ability to drive consumers physiological (unconscious)

responses, as compared with verbal (conscious) responses (Vila-López &

11

Küster-Boluda, 2018). Packaging is all activity of designing and producing the

container for product. Packaging was important because it is the buyer’s first

encounter with the product. A good package draws the consumer in and

encourages product choice (Kotler, Keller, Brady, Goodman, & Hansen, 2016).

According to Kotler et al., (2016), there were several factors that can made

growing use of packaging for marketing tool. (1) Self-service. In an average

supermarket, which may stock 15,000 items, the typical shopper passes some

300 products per minute. Given that 50 percent to 70 percent of all purchases

are made in the store, the effective package must perform many sales tasks:

attract attention, describe the product’s features, create consumer confidence,

and make a favorable overall impression. (2) Consumer affluence or

prosperity. Rising affluence means consumers were willing to pay a little more

for the convenience, appearance, dependability, and prestige of better

packages. (3) Company and brand image. Packages contribute to instant

recognition of the company or brand. (4) Innovation opportunity. Unique or

innovative packaging can bring big benefits to consumers and profits to

producers. Companies are always looking for a way to make their products

more convenient and easier to use—often charging a premium when they do so

(Kotler et al., 2016).

After that company need made good packaging to various objectives for the

products. packaging must achieve a number of objectives such as identify the

brand, convey descriptive and persuasive information, facilitate product

transportation and protection, assist at-home storage and aid product

consumption (Kotler et al., 2016).

Bhakar et al. (2015) mention four indicators to measure product packaging.

Which are the small package size, packaging attractiveness, soft packaging,

and uniqueness of the package.

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2.5 Brand Image

Kotler defines a brand consists of a name, term, sign, or symbol, or any

combination of them, that attempts to represent the unique benefits a company

can provide to consumers through a particular product or service, in terms of

attributes, value, and culture (Kotler & Armstrong, 2017). Keller (2008)

explain that an important role played by a brand is that it enables consumers to

identify a firm’s products or services and can differentiate them from those of

competitors. Certainly, consumers are facing an increasingly varied range of

products on the market, while companies always know more about their

products than do consumers. This asymmetric information availability may

cause confusion or uncertainty in consumers’ minds when they make a

purchase (Keller, 2008).

Brand image known as consumers' sense of the brand to stimulate consumers'

purchase in the first conception of marketing considered "the brands" as well

(Hu, Jou, & Liu, 2009). According Hawkins and Mothersbaugh noted brand

image is a market segment or individual consumer’s schematic memory of a

brand that contains the target market’s interpretation of the product’s attributes,

benefits, usage situations, users, and manufacturer. marketer characteristics

(Hawkins & Mothersbaugh, 2010). According Keller (2008) define brand

image is consumers’ perceptions about a brand, as reflected by the brand

associations held in consumer memory. Then, brand associations are the other

informational nodes that connected with brand node in memory and contain the

meaning of the brand for consumers. Associations come in all forms and may

reflect characteristics of the product or aspects independent of the product

(Keller, 2008).

Hu, Jou, and Liu (2009) define brand image could built by three main factors.

There are three main factors that building the brand image are the image of

product itself, the corporate image, and the image of competitor. From that

three factors as the brand power measurement. Corporate image has dominance

over brand strength and brand stature between others two factors.

13

Finally, according Keller (2008), brand image indicate measurement for

creating a positive brand image are link of strong, favorable, and unique

associations to the brand memory that make beliefs for the brand. Consumers

form beliefs about brand attribute and benefits in different ways.

2.6 Price Fairness

Kotler and Armstrong (2017) are defining price as the total amount of value

that consumer exchange for the benefits for having and using the product and

service. While, Hawkins & Mothersbaugh (2010) define price is the amount of

money one must pay to obtain the right to use the product. According to Xia,

Monroe, and Cox (2004), price fairness is customers' perceptions and their

related emotions about how fair, acceptable, and reasonable the difference is

between two prices. The price fairness perceptions are usually derived from

their antecedents and their consequences (Malc, Mumel, & Pisnik, 2016).

There are three major strategies that can use marketers to determine the price

fairness. They are customer value–based pricing, cost-based pricing, and

competition-based pricing. (1) Customer value–based pricing is using buyers'

value perception for the basis to setting the price fairness for customer.

Complete understanding of the value of goods or services made by the

customer which is used as a benchmark in determining the good price. (2)

Cost-based pricing considers pricing based on production cost, distribution cost

and selling product plus rate of return for business and risk. Perception of

customer value is usually the highest standard of price while cost as the lowest

price of a product then added with profit as the value of corporate profits on the

product made. (3) Competition-based pricing uses pricing based on

competitor's strategy, cost, price, and market supply. Basic value based on the

consumer through the value of the product at the price determined competitors

to similar products. Companies can set a high price if the consumer feels that

the company is delivering more value to the product. Likewise, the company

should lower the price of the product if the consumer feels less value than the

14

competitor's product or changes the consumer's perception of the product so

that the fair price is received (Kotler & Armstrong, 2017).

Keller mention price bands term that mean range of acceptable price from price

level, that indicate flexibility and breadth marketers can adopt in pricing their

brands within a tier (Keller, 2008).

According to Kotler and Armstrong (2017), there are external and internal

factors that affecting a company to determine the price decisions. Internal

factors that influence pricing decisions such as marketing strategy, objectives,

marketing mix, and company considerations. Price decisions should be

coordinated with product design, distribution, and promotional decisions to

establish a consistent and effective marketing program. External factors in

price considerations include market trait, demand and environmental factors

such as economy, reseller needs, and government action. Economic conditions

have a major impact on pricing decisions. Companies must understand the

concept of demand curve (price demand relationship) and price elasticity

(consumer sensitivity to price). The Great Recession causes consumers to

rethink the price-value equation. Companies respond by increasing their

emphasis on a value-for-money pricing strategy (Kotler & Armstrong, 2017).

Based on Xia, Monroe, and Cox (2004) there are indicators of measurement of

this variable. They are reasonable, acceptable, and justifiable. These indicate of

the measurement also a consumer’s assessment and associated emotions of

whether the difference (or lack of difference) between a seller’s price and the

price of a other party.

2.7 Perceived Quality

Perceived quality is customers’ perception of all quality or superiority of a

product or service compared to alternatives and with respect to its intended

purpose (Keller, 2008). Perceived quality as a cognitive response to a product

which influences product purchase (Kumar, Lee, & Kim, 2009). Perceived

15

quality also provides value to consumers by providing them with a reason to

buy and by differentiating the brand from competing brands (Asshidin et al.,

2016).

Asshidin et al. (2016) define perceived quality as a consumer’s evaluation of a

brand’s overall excellence based on intrinsic (performance and durability) and

extrinsic cues (brand name). According them, Quality is defined as judgment

about the overall excellence or superiority of a product or service. Quality can

be defined in terms of the moment at which the consumer receives information

or cues about the characteristics of the products while shopping for or

consuming it. It also means that the perception of quality varies depending on a

range of factors such as the moment at which the consumers make the purchase

or consume a product, and the place where it is bought or enjoyed (Asshidin et

al., 2016). Perceived quality influence purchase intention when consumers

perceive higher product quality, it will lead to stronger repurchase intention

(Ariffin, Yusof, Putit, & Shah, 2016). Consumers consider the product on

quality in the purchase process on any product they want and on the other

hand, purchasing decisions may depend on the perception of the quality of the

consumer that distinguishes between local and imported products (Asshidin et

al., 2016).

Perceived quality had indicated to measurement of the quality of product.

According to Asshidin et al. (2016), there are four items that use for

measurement, such as, performance, durability, brand name, and, purity.

2.8 Research Gap

Chin & Harizan (2017) found that celebrity endorsement and price fairness had

influence on intention to purchase cosmetic product. But the other variables did

not find the influence on intention to purchase cosmetic product, such as, brand

image, product packaging, and perceived quality. The research conducted with

quantitative method with do survey among 100 minimum sample working

adults with measured on a 5-point Likert scale who are working in private

16

sectors within the northern region of Malaysia. Then, the data tested with a

multiple regression analysis to examining the relationships between the

independent variables (celebrity endorsement, product packaging, brand image,

price fairness, and perceived quality) and dependent variables (consumers’

purchase intention). The result showed celebrity endorsement has a significant

positive influence on purchase of cosmetic product. Then, product packaging

and brand image did not impose any significant impact on purchase intention

of cosmetic product. Therefore, they are not supported. Price fairness has a

significant negative influence on purchase intention of cosmetic product and

supported. Last variable, perceived quality did not show any significant

influence on purchase intention of cosmetic products and not supported.

Bhakar et al. 2015 had do research how the celebrity endorsement and product

packaging can effected purchase intention to taking customer knowledge and

perceived value on shampoo product. The study was causal in nature with

survey method. With cause and efect relationship between variables such as,

celebrity endorsement and product packaging on customer knowledge and

perceived value, cause and effect relationship between celebrity endorsement,

product packaging, customer knowledge and perceived value on purchase

intention was identified. The samples size was 155 respondents in India with

using sampling element non probability quota sampling technique. They used

manova to identify the difference between all the continuous variables in case

of categorical variables brand and gender. The result indicates celebrity

endorser significantly effects purchase intention of shampoo directly as well as

celebrity endorser, product packaging and customer knowledge effect

perceived value as mediating variable in turn effecting purchase intention.

While customer knowledge is a lesser important variable in case of shampoos

purchase intention.

Kumar et al. (2009) investigate the purchase intention toward a United States

versus local brand. This study demonstrates that Indian consumers' need for

uniqueness, attitudes toward American products, and emotional value are direct

and indirect antecedents of purchase intention. The study of Indian consumers

17

examines the effects of individual characteristic like consumer’s need for

uniqueness and attitudes toward American products and brand-specific

variables like perceived quality and emotional value on purchase intention

toward a U.S retail brand versus a local brand. Sample size of this research was

411 college students in India. Measurement used Structural Equation Modeling

(SEM) that found Indian consumers’ need for uniqueness positively influences

attitudes toward American products. Attitudes toward American products

positively affect perceived quality and emotional value for U.S brand while

this is negative in the case of local brand in India. Emotional value is an

important factor influencing purchase intention toward a U.S brand and a local

brand as well.

Haque et al. (2015) found in their research that brand image and quality of

foreign products carry significant positive influence on purchase intention of

foreign products. They emphasize that the favorable match between country of

origin image and brand image in the various marketing activities undertaken.

Findings have also disclosed that Bangladeshi consumers pay much attention

to the quality of foreign products. The results also indicated that ethnocentrism

is unfavorably associated with foreign product quality when it comes to

Bangladeshi consumers’ intention of buying imported products. The same as

religiosity leaves a significant negative effect on the purchase intention of

foreign products.

Asshidin et al. (2016) investigate the effects of perceived quality and emotional

value that influence consumer’s purchase intention towards American and local

products. Result shows moderate significant relationship between perceived

quality and emotional value towards purchase intention. Then, perceived

quality is a significant predictor of Malaysian consumers in purchasing process

for both American and local products. This means that consumers emphasize

on qualities in purchasing process on whichever products they encounter with

and on the other side, decision on purchasing might depend on the perceive-

ness of qualities if consumers were to distinguish between local and imported

products. Asshidin et al. also found that emotional value is a good predictor in

18

predicting relationships with purchase intention among consumers. Perception

of emotional value one could receive when purchasing, is in the same case with

local and American product and could be concluded that the more pleasurable

a consumer might experience, the more he or she would be likely to buy that

product. This study clearly demonstrates that emotional value plays a critical

role in forming Malaysian consumers’ purchase intention whether it is an

American product or a local product.

The previous researches that elaborate above had measured purchase intention

by implementing different methods and approaches. There are also few of them

that developed new model based on the original theory such as perceived

packaging quality by Hess et al., (2014) and conceptual framework price

fairness perceptions by Xia et al., (2004) that influence on purchase intention.

But none of the research were done and conducted to explore consumer

behavior of cosmetic adoption in Indonesia, specifically Jababeka Industrial

Estate. Therefore, this research is conducted in the hope to fill the gaps of

previous research in the context of purchase intention theory which researcher

adopt from Chin & Harizan (2017). There are five variables that implemented

to this research, namely celebrity endorsement, product packaging, brand

image, price fairness, and perceived quality. The highlights of the previous

research in which the researcher used as foundation to conduct this particular

research are presented in the Previous Research that shown on Table 2.1 in

next page. The methods and data collection which applied for this research will

further in next chapter.

19

Table 2.1 The Previous Research

NO AUTHOR(S)

(YEAR)

LOCATION SAMPLE THEORY VARIABLES METHOD RESULT

1 Teoh Khar Chin,

Siti Haslina Md

Harizan,

(2017)

Northern

Malaysia

100 working

adults in private

sector

respondents

Purchase

intention

Celebrity

endorsement,

product

packaging,

brand image,

price fairness,

and perceive

quality

Quantitative This research

showed celebrity

endorsement and

price fairness

significantly

influenced

purchased intention

of cosmetic

products.

2 Shailja Bhakar, Shilpa

Bhakar, Abhay Dubey

(2015)

India 150 Customers

of different

brand of

shampoos

Purchase

intention

Celebrity

endorsement,

product

packaging,

customer

knowledge,

perceived value

Quantitative Indicate celebrity

endorser

significantly effect

purchase intention

of shampoo then

product packaging

and customer

knowledge effect

perceived values as

mediating variable

in turn effecting

purchase intention

3 Archana Kumar,

Hyun-Joo Lee, Youn-

Kyung Kim

(2009)

India 411 College

students were

major consumer

groups of casual

Purchase

intention

Consumers’

need for

uniqueness,

attitude toward

Quantitative Indian consumers’

need for uniqueness

positively influence

attitudes toward

20

apparel and

homogeneous in

nature

American

product,

perceived

quality,

emotional

value

American product.

Then attitude

toward American

product positively

affect perceived

quality and

emotional value for

U.S brand while

local brand was

negative. While

emotional was an

important factor

influencing

purchase intention

toward U.S brand

and local brand.

4 Ahasanul Haque,

Naila Anwar, Farzana

Yasmin, Abdullah

Sarwar, Zariyah

Ibrahim, Abdul

Momen

(2015)

Bangladesh 260 consumers

in 43 shopping

malls were

selected

randomly in two

cities in

Bangladesh

Purchase

intention

Country of

origin image,

religiosity,

ethnocentrism,

brand image,

foreign product

quality

Quantitative Brand image and

quality of foreign

products carry

significant positive

influence on

purchase intention

of foreign product

but otherwise with

religiosity that

negative effect.

Then image of the

country of origin

carries a significant

21

positive effect on

brand image but

ethnocentrism

carries a significant

negative effect on

perceptions about

the quality of

foreign products in

purchase intention

5 Noor Hazlin Nor

Asshidin, Nurazariah

Abidin, Hafizzah

Bashirah Borhan

(2015)

Malaysia 270 non-

international

postgraduate and

undergraduate

students in

higher learning

institution

Purchase

intention

Perceived

value,

emotional

value

Quantitative The result shows

moderate

significant

relationship

between perceived

quality and

emotional value

toward purchase

intention.

Source: Developed by the Researcher (2018)

22

CHAPTER III

METHODOLOGY

3.1 Introduction

This chapter evaluates research methodology that used by the researcher to do

the research. It consists of research framework, all the steps performed to

implement the framework, data collection, and statistical analysis. In this

particular research, quantitative method is used. The data used are primary data

which were collected through spreading printed questionnaires to the target

respondents directly. The software deployed to analyse the data is Statistical

Package for the Social Science (SPSS) version 24.0, and the result will be

explained thoroughly in Chapter IV.

3.2 Theoretical Framework

Source: Chin (2017)

Figure 3.1 Theoretical Framework

Celebrity Endorsement

Product Packaging

Brand Image

Price Fairness

Purchase Intention

Perceived Quality

23

3.3 Research Framework

Figure 3.2 Research Framework


YES

NO

NO

YES

Conclusion & Recommendation

Questionnaires Distribution

Data Collection

Succesive Interval Method

Normality

Analysis Factor

Data Interpretation

Problem Statement

Related Theories

Questionnaire Constructions

Pre-Test Distribution

Pearson Product Moment

Validity

Reliability

24

3.4 Operational Definition of Variables

Table 3.1 Operational Definition of Variables

Variables Definition Indicators Definition of Indicators Scale

Celebrity

Endorsement

(Bhakar et al.,

2015; Chin &

Harizan, 2017)

Promotional tool of

marketing that important

nowadays and one of the

execution style that

would product

presentation to customer.

(Chin & Harizan, 2017;

Philip Kotler &

Armstrong, 2017)

1. Attractiveness

2. Trustworthiness

or Credibility

3. Expertise

4. Popularity

(Bhakar et al., 2015)

1. Attractive is for the how celebrity

act like to attract attention to the

advertisement

2. Trustworthiness is the celebrity

strong and credible public

personas that consumer trust to

3. Expertise is the experience of the

people that come from the

hobbies or the what they concern

4. Popularity is a liked or admired

by many or by a particular group

or person that make enhance

Ordinal

25

brand attitude

Product

Packaging

(Bhakar et al.,

2015; Chin &

Harizan, 2017)

All activity of designing

and producing the pack

that cover the product

(Phillip Kotler, Keller,

Brady, Goodman, &

Hansen, 1990)

1. Small package

size

2. Packaging

attractiveness

3. Uniqueness of the

packaging

(Bhakar et al., 2015)

1. Small packaging means the

effectiveness the packaging that

easy to carry and minimalizing of

the product

2. Packaging attractiveness is the

how the package act like to attract

attention from the color and

design of packaging

3. Uniqueness of the packaging is

the being different or the only one

of its kind packaging and unlike

anything else to attract interest or

intention of product

Ordinal

Brand Image

(Chin &

Harizan, 2017)

Consumer’s sense of the

brand to stimulate

consumer’s purchase and

consists of name, term,

1. Strong brand

2. Favorable

3. Unique

They are must have of

1. Strong brand is the value of the

brand in the customer and their

capability in the product

2. Favorable is the expressing

Ordinal

26

sign, symbol, or any

combination of them that

attempts to represent the

unique benefit of

company

(Hu et al., 2009; Philip

Kotler & Armstrong,

2017)

strong link of them

(Keller, 2008)

approval or consent of brand in

the society and to the advantage

of that brand

3. Unique is being the only one of

its kind of brand and unlike to be

anything else

Price Fairness

(Chin &

Harizan, 2017;

Xia et al., 2004)

Price fairness is a

customers’ perceptions

and their related

emotions about how fair,

acceptable, and

reasonable the difference

is between two price and

value that consumer

exchange for the benefits

for having and using the

1. Reasonable

2. Acceptable

3. Justifiable

(Xia et al., 2004)

1. Reasonable is the how the

consumer to receive the price

with the fair and sensible from

2. Acceptable is the measure of

consumer able to accept and

satisfy of the product with that

price determined

3. Justifiable is measure the price

can be justified for the price

consider of the ingredients or

Ordinal

27

product and service

(Philip Kotler &

Armstrong, 2017; Xia et

al., 2004)

other aspect of the product

Perceived

Quality

(Asshidin et al.,

2016; Chin &

Harizan, 2017)

Perceived quality is

customer’s perception of

all quality or superiority

of a product compared to

alternatives

(Keller, 2008)

1. Performance of

the product

2. Durability

3. Brand name

4. Purity

(Asshidin et al., 2016)

1. Performance of the product is to

measure how that product can

have good impact of the

consumer and suit with consumer

expectation

2. Durability is the strength of the

cosmetic can stay along the use of

the product

3. Brand name is the consideration

of cosmetic customer to choose

the product according the brand

4. Purity is the product to being pure

after the product being package

Ordinal

Source: Developed by Researcher (2018)

28

3.5 Questionnaire

The questionnaire is divides into six parts. The first part is respondent identity

which consists of age of respondent. Second part of the questionnaire is

containing celebrity endorsement variable statements, which composed to

understand the celebrity endorsement had influence in the purchase intention of

the cosmetic product consumer. Product packaging statements are written in

third part of the questionnaire, the purpose is to analyze on how consumers

engage product packaging as the consideration of consumer intention in choose

the product. Fourth part is containing statements that describe brand image of

the product, it is used to observe whether the brand image have the ability to

affect the consumers' intention in the cosmetic product. Then fifth part consists

of price fairness variable statement to analyze whether the consumers' intention

consist of the price fairness in consideration for the customers, such as

reasonable that price of product, acceptable of the price had, etc. And the last

part is about perceived quality statements where it was constructed to seek what

certain customers' intention consideration by perceived quality of the cosmetic

product. This research uses Likert scale to responds the questionnaire. Likert

scale is a scale that used to measure the degree of agreement that symbolizes

with five point anchors (Sekaran & Bougie, 2016).

Table 3.2 Example of Likert Scale Questionnaire

No. Statement Scale

1 2 3 4 5

1

2

3

4

5

6

Source: Sekaran & Bougie (2016)

29

Note:

1 = Strongly Disagree

2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

Likert scale is used to answer each statement prepared by the researcher to

represent the level of consumer approval. Responses are denoted by numbers

from 1 to 5, where 1 is used when the respondent strongly disagrees with the

statement, while 5 is used when they strongly agree with the statement.

Since the Likert scale is believed to be ordinal data, the researcher needs to

transform the data using the Interval Success Method to convert data from

ordinal to interval by using software called STAT97. Then, the rest of the

statistical analysis is run using SPSS version 24.0.

3.6 Population and Sampling Design

The population is described as a group of people, events, or interesting things

that researcher wants to examine. The population used in the study should relate

to the object in which the research is conducted (Sekaran & Bougie, 2016).

The population of this research is the user of cosmetic product which narrows

down to the consumer of lip color product cosmetic working in Jababeka

Industrial Estate. The economic base of Cikarang is getting stronger as it has

4,000 multinationals from 35 countries. Since 1989, Jababeka City area has

expanded to a total area of 5,600 hectares, making Jababeka City one of the

largest in Southeast Asia. As a pioneer of private industrial area in Indonesia,

the development of Jababeka Industrial Estate cannot be separated from the

more complete infrastructure around Jababeka City. There are currently 1,650

30

multinational companies from 30 countries to tenants in Jababeka industrial

estates in Cikarang, Bekasi, and 730,000 workers (Kompas.com, 2017).

Then, in that population researcher choose several samples for the respondents.

According to Sekaran and Bougie (2016), the sample is a number of people who

are part of a population or group of individuals representing a particular

population that the researcher wants to explore. There are several reasons to

conduct research using sampling rather than population, including time, cost,

and limited human resources. The sampling system is also implemented to

minimize errors while analyzing the data collected.

This research implements non-probability sampling method, especially

purposive sampling technique. Based on the targeted population, the samples

used for this study were users of lip color cosmetic products working in

Jababeka Industrial Estate.

The total respondents for this study were 155 participants consisting of 155

female users of color lip color cosmetic products who worked in Jababeka

Industrial estate and used it in their daily life. Questionnaires were prepared

using Bahasa Indonesia, as all the targeted respondents were Indonesians, so the

respondents and researchers would have the same interpretation of each

statement written in the questionnaire.

3.7 Research Instrument

3.7.1 Data Collection Process

Primary Data

In this research, the data are primary data that collected with questionnaire.

Questionnaire is a preformulated written set of questions to which respondents

record their answers, usually within rather closely defined alternatives (Sekaran

& Bougie, 2016). According the type of questionnaire, there are three types of

questionnaire that distinguish the distributed of questionnaire, such as,

31

personally administered questionnaire or directly distribution questionnaire,

mail questionnaires, and electronic and online questionnaires (Sekaran &

Bougie, 2016). In this research, the researcher using personally administered

questionnaire to distribute the questionnaire to the respondents. This method

had advantage to make sure that the one that answers the questionnaire meet the

criteria of targeted respondents. The period of questionnaires distribution started

from 26th

March 2018 until 7th

April 2018.

3.7.2 Validity Test

Validity test is to measure the degree to which tests prepared for research or

other measuring instruments actually measure what the researcher wants to

measure (Lawrence et al., 2013). There are two results from validity test results,

valid and invalid. Valid when the respondent understands well about the

question and answers it according to what the researcher intends. Invalid is

when the respondent misunderstands the question posed to them to answer the

question in an unnecessary way (Greener, 2008). In this particular study, the

researcher used the validity test to filter the prepared questionnaire, in which

statements measured as invalid were omitted and changed from the

questionnaire which was then distributed to the respondents.

Pearson Product Moment (PPM) developed by Karl Pearson is a statistical tool

used to measure the correlation between variables in which data must be in the

form of intervals or ratios. This is denoted by r when measured in the sample

and ρ when measured in the population. The PPM value is between -1 ≤ r ≤ 1. If

the result of r is 0, it means that there is no correlation between the measured

variables. While the positive (+) and negative (-) symbols indicate the direction

of variable correlation (Lane, 2009). Below is the formula of Pearson Product

Moment in statistic:

( ) ( )( )

√[ ( ) ]√[ ( ) ]

( )

32

Source: Lane (2009)

Where:

= The number of paired observation

= Pearson r correlation coefficient

= The sum of x-values

= The sum of y-values

= The sum of squared x-values

= The sum of squared y-values

= The sum of x-values and y-valued

Validity test was carried out by distributing the questionnaire printed to 15

sample respondents at the pretest stage of the study, which was then calculated

using SPSS version 24.0. To determine whether a valid or invalid statement is

to compare the value of the item's correlation to the r-value in the distribution

table, where the degrees of freedom (df) equals the sample size (N) minus 2.

Thus, if N = 15, then df is 13, and the r-value will be equal to 0,514. Statements

with correlations higher than 0.514 are measured as valid and lower ones will

be measured as invalid.

3.7.3 Reliability Test

The reliability test is used to measure the consistency or repetition of the study

over time, so that the same research methods can be held for several times and

produce the same results as before (Greener, 2008). The ability to measure to

keep the results remains the same over time and shows that this study is stable

and low in situational change vulnerabilities (Sekaran & Bougie, 2016).

Reliability test is done in the pre-test phase of the research. Before the

questionnaire is actually distributed to the respondent, the reliability of the

33

written statement must be tested. This test is performed using SPSS software,

and the collected data is converted from ordinal to interval by applying the

Microsoft Excel stats extension program first.

The results of the Alpha Cronbach coefficient in the reliability test are in the

range of 0 to 1. If the items are not correlated to each other the coefficient will

be 0, if all items tested contain high correlation then the coefficient will be close

to 1. Generally, the reliability coefficient is less from 0.60 defined as poor,

those with a range of 0.70 are considered acceptable and coefficients above 0.80

are good (Sekaran & Bougie, 2016).

Below is the formula of reliability measure developed by Cronbach:

( ) ( )

Source: Lane (2009)

Where:

= Instrument reliability’s coefficient

= Mean interitem correlation

= Number of items

3.8 Normality Test

Normal distribution refers to the frequency distribution of multiple events

occurring at each variable value. In this study, researcher used two methods to

evaluate the normality distribution of data. The first is to use the Shapiro-Wilk

and Kolmogorov-Smirnov tests provided in the SPSS software. In both tests,

the data is defined as normal when the significant number is greater than 0.05.

Then, second method is by examining the histogram and plot of normal

probability. Normal data shows a bell-shaped curve in its histogram. The X-axis

histogram represents the value of the quantitative variable, while the Y-axis

34

represents the frequency of events. Probability plot is a graphical method

represented by a plot that refers to a set of data and diagonal lines as the

expected normal distribution. Normal data distribution is achieved when the

plot is scattered and follows the diagonal line (Lawrence et al., 2013).

3.9 Factor Analysis

Factor analysis is a research method used to define relationships among a

number of variables, and then convert them into smaller numbers by reducing or

summarizing. It defines which variables are related and which variables are not.

Researchers need to maintain these correlated variables by grouping them

together and giving them a new label or name a new group formed from the

analysis. Factor analysis is not only limited in determining correlation between

variables but also among respondents (Hair, Black, Babin, & Anderson, 2010).

3.9.1 Correlation Matrix

The first step of factor analysis is to determine the correlation matrix between

the factors analyzed. If one variable has a high dependency with other variables,

it can be concluded that these variables can be grouped together because they

have a high correlation. On the other hand, variables with a lower correlation

would not be possible to form groups.

In this study, the correlation matrix was determined by analyzing KMO and

Bartlett Test and Anti-image Correlation. Number of Kaiser-Meyer-Olkin

(KMO) Adequacy Sampling Size ranges from 0 to 1, where KMO = 1 means

that variables are predicted without error by other variables. KMO index range

can be interpreted as the following criteria:

KMO > 0.90 are excellent

KMO > 0.80 are good

KMO > 0.70 are decent

KMO > 0.60 are mediocre

35

KMO > 0.50 are inadequate

KMO < 0.50 are unacceptable

Source: Hair et al., (2010)

The Bartlett Duration Test is a statistical test used to measure the presence of

correlations between variables. The correlation between variables is higher if

the number is significantly close to 0.

The final step of the correlation matrix is called the Anti-image Matrix, which

also aims to predict the correlation between variables. The required index

ranges of good correlation are those above 0.50. Variables with an Anti-Image

Matrix index value below 0.50 will not be analyzed or eliminated further.

3.9.2 Factoring Extraction

Initial Eigenvalue

Initial Eigenvalue is a value that aims to measure how strong the correlation

between data. Highly correlated data assumption is to evaluate its eigenvalues,

where it should be greater than 1.00. Data with an eigenvalue of less than 1.00

will not be used further to assess the number of factors established (Lawrence et

al ., 2013).

Percentage of Variance

The percentage of variants describes the percentage value of a variable against a

given factor, in which each variable has 1 variance. The total variance is the

total variable multiplied by 1 or 100%. And the cumulative variance is

determined as the result of the accumulation of all variants. The formula for

calculating the percentage variance is (eigenvalue ÷ total variance) × 100%

(Lawrence et al., 2013).

36

Communality

Communality in the factor analysis defines the percentage variance of each

variable classified in the number of factors extracted. The more communal

means the correlation between the variables and the established factors becomes

more intensive (Lawrence et al., 2013).

Factor Loadings

Factor loading determines the correlation between variables and components.

This is the output of the calculated component matrix that is not rotated. This

determines the level of correlation between variables and factors. The loading

of a higher variable factor means that it is set to represent a factor, which

describes the role of each variable in each factor (Hair et al., 2010). Researcher

need to consider the factor of loading when interpreting factors. The following

are significant criteria for evaluating correlations:

Table 3.3 Criteria of Significance Factor Loading Based on Sample Size

Factor Loading Sample Size Needed for

Significance*

0.30 350

0.35 250

0.40 200

0.45 150

0.50 120

0.55 100

0.60 85

0.65 70

0.70 60

0.75 30

Source: Hair et al., (2010)

37

3.9.3 Factors Rotation

Rotated component factors showed a more detailed and clear factor distribution.

Implementation of component factors to clarify the position of variables in the

factors set. While un-rotated components extract factors based on variance, the

rotated component matrix tries to distribute the variance of the predetermined

factors (Hair et al., 2010). There are two methods of factor rotation, orthogonal

rotation and oblique. The orthogonal rotation is assumed when the factor is

rotated on a 90 degrees rotation, which results in each variable being strongly

correlated with several factors while at the same time having a less strong

correlation with other factors. Varimax rotation is widely used to calculate

orthogonal methods. Another method is called skewed rotation where it allows

factors to deviate from 90 degrees rotation. Factor correlation results are shown

after the rotation process is complete. The most commonly used rotation for the

oblique method is Promax rotation (Lawrence et al., 2013).

3.9.4 Labeling the Established Factors

In factor analysis, the factor contains some number of variables. When the

factors are successfully classified by their value factor, the next step that the

researcher needs to do is to label or name the factor according to the conceptual

meaning of each factor seen from the group of variables that make up it (Hair et

al., 2010). According to Yong & Pearce (2013), naming or labeling factors are

the "art" method of factor analysis because there are no specific rules for

naming the new factors generated as long as the names given best represent

factors in the variables.

38

CHAPTER IV

DATA ANALYSIS

4.1 Pre-Test

4.1.1 Reliability Test

The reliability test will be considered to be accepted if the reliability

coefficients are 0.70. In table 4.1 below shows the reliability test result for all

variables.

Table 4.1 Reliability Test Result

Reliability Statistics

Cronbach'

s Alpha

Cronbach'

s Alpha

Based on

Standardiz

ed Items

N of

Items

.900 .910 31

Source: Primary Data and SPSS Version 24.00 (2018)

The reliability test in the table 4.1 above shown that the coefficient value of all

variables is above 0.70 which means all variables that have been through

reliability test are reliable. Hence, the variables are suitable for the future

research.

4.1.2 Validity Test

The validity test will be considered as valid if the correlation value of each

items greater than 0.514 with r table distribution for N=15 with the

significance level of 0.05. And the invalid statement if each items correlation

39

value is below 0.514. And the invalid statement will be eliminated. The table

4.2 below shows the validity test result of each variable.

1. Celebrity Endorsement

Table 4.2 Validity of Celebrity Endorsement

Statement R Table R Value Result

Celebrity Endorsement 1 0.514 0.940 Valid








According to the table 4.2 shows that there is no r value below 0.514 all

Celebrity Endorsement statement are valid with r value greater than 0.514

which means all the statement still be used in the next step of the research.

2. Product Packaging

Table 4.3 Validity of Product Packaging


Product Packaging 1 0.514 0.623 Valid

Product Packaging 2 0.514 0.426 Invalid





Product Packaging 7 0.514 0.480 Invalid


40

According to the table 4.3 above shows Product Packaging statement, there are

2 statement that not valid because the r value below 0.514, thus the statement 2

and 7 will be eliminated and will proceed to the next step of the research.

3. Brand Image

Table 4.4 Validity of Brand Image


Brand Image 1 0.514 0.194 Invalid

Brand Image 2 0.514 0.599 Valid







According to the table 4.4 above shows Brand Image Statement, only 1

statement that is not valid with r value 0.194 below 0.514, and the other six

statement has r value Greater than 0.514 which mean the six statement will be

used to the next step of research.

4. Price Fairness

Table 4.5 Validity of Price Fairness


Price Fairness 1 0.514 0.258 Invalid

Price Fairness 2 0.514 0.721 Valid





41



According to the table 4.5 shows the first statement of the price fairness is

invalid with the r value is 0.258 which is below 0.514, and the other six

statement that has r value greater than 0.514 will be proceed to the next step of

the research.

5. Perceived Quality

Table 4.6 Validity of Perceived Quality


Perceived Quality 1 0.514 0.326 Invalid

Perceived Quality 2 0.514 0.676 Valid






Source: Developed by Researcher (2018)

The table 4.6 shows all the six statement are valid which has r values greater

than 0.514 and one statement will be eliminated cause has r value < 0.514 and

will not proceed to next step of research.

The validity test for all statement are shown in the table above, there are 5

statement which considered invalid as the r value below 0.514 as its required.

And all the five statement will be eliminated and will no longer include on the

questionnaire that distributed to the respondents for further analysis processed.

42

4.2 Normality Test

By examining significance value of Lilliefors the normality data would be

considered as a normal data when the data value is greater than 0.5. which

means when the data is greater than 0.5 the data is eligible to the further

analyzed. In the table 4.7 shows the all the data is normal since all the variable

meet all required significance value of Lilliefors test which means all variables

can be proceed to the next analyzed since all the variable is normal. Thus,

multivariate analysis can be applied for this research and the researcher

chooses to use factor analysis.

Table 4.7 Kolmogrov-smirnov with Adjusted Lilliefors Normality Test

Kolmogorov-Smirnova

Statistic df Sig.

Celebrity

Endorsement

.044 100 .200*

Product Packaging .062 100 .200*

Brand Image .069 100 .200*

Price Fairness .072 100 .200*

Perceived Quality .072 100 .200*

Source: Primary Data and SPSS (2018)

In addition determining the significance value in Lilliefors test, can be done by

examining the probability plots of the data, in the figure 4.1 showed that the

one of the variable is normal as the plot are scattered and follow the diagonal

line of probability plots.

43

Figure 4.1 Probability Plots of Celebrity Endorsement


4.3 Factor Analysis

Factor analysis is used to analyze the data in this research. The detail

explanation about factor analysis method can be read in the Chapter III in the

research manuscript. The result that will be displayed in this chapter is limited

to several data which is used to analysis this process. The complete result can

be seen in the Appendix C.

4.3.1 Preliminary Analysis

a. Correlation Matrix

The researcher put the correlation matrix table from SPSS in Appendix C, the

result on the computation in SPSS for correlation matrix shows the determinant

value is 1.000 which means it is close to zero. The value of correlation matrix

define there is high correlation between variables. That is means one of the

requirements of factor analysis already fulfilled.

44

b. KMO and Bartlett’s Test

Table 4.8 KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy.

.695

Bartlett's Test of

Sphericity

Approx. Chi-Square 1050.06

5

df 435

Sig. .000


The table 4.8 above shows, the value of Kaiser Meyer Olkin Measure of

Sampling Adequacy is 0.695 which is greater than the required value 0.5.

Therefore, the analysis can be proceed to the next step and the sampling

method is also acceptable.

c. Anti-Image Matrices

In analyzing MSA of each manifest variable it is easier using the Anti-image

Matrices. When the MSA value is greater than 0.5. the variables can be used to

predict without any mistake by other variables and analyzed by using factor

analysis. The table 4.9 below showed all the value of all variables are above

0.5. as required which is the factor analysis can be applied in this research.

Table 4.9 Anti-Image Matrices

Variables MSA Variables MSA

Celebrity Endorsement 1 0.699 a

Brand Image 4 0.768 a

Celebrity Endorsement 2 0.703 a Brand Image 5 0.637

a

Celebrity Endorsement 3 0.725 a Brand Image 6 0.685

a

Celebrity Endorsement 4 0.648 a Price Fairness 1 0.664

a


a

45


a


a

Product Packaging 1 0.657 a Price Fairness 5 0.855

a

Product Packaging 2 0.602 a Price Fairness 6 0.716

a

Product Packaging 3 0.697 a Perceived Quality 1 0.579

a


a


a

Brand Image 1 0.731 a Perceived Quality 4 0.650

a


a


a


4.3.2 Factor Extraction

a. Communalities

Table 4.10 Communalities

Communalities

Initial Extracti

on

CE1 1.000 .331

CE2 1.000 .267

CE3 1.000 .256

CE4 1.000 .280

CE5 1.000 .215

CE6 1.000 .152

CE7 1.000 .271

PP1 1.000 .231

PP2 1.000 .374

PP3 1.000 .456

PP4 1.000 .281

PP5 1.000 .207

46

BI1 1.000 .507

BI2 1.000 .359

BI3 1.000 .172

BI4 1.000 .278

BI5 1.000 .249

BI6 1.000 .229

PF1 1.000 .170

PF2 1.000 .176

PF3 1.000 .199

PF4 1.000 .301

PF5 1.000 .310

PF6 1.000 .255

PQ1 1.000 .291

PQ2 1.000 .270

PQ3 1.000 .234

PQ4 1.000 .260

PQ5 1.000 .378

PQ6 1.000 .502


Communalities describes the variance of each manifest variable in the amount

of factors that being extracted. Initial communalities define the variance of

each variable before extraction, which why initial value of all variables are 1.

Variables with higher value of communalities after extraction showed that the

variables are highly correlated with the extracted factors.

b. Total Variance Explained

According to the table 4.11, there nine factors which eigenvalue are greater

than 1. So, in order to simplify the number of factors that formed from the

analysis, the researcher changes the eigenvalue to 2.6 which establishes two

factors instead of nine. Meanwhile, the percentage of variance describes the

percentage value of variable on established factors. The variance of each

variable is 1. Therefore, since there are 30 variables used in this research, the

total variance will be 1 × 30 = 30. So, the percentage of variance that can be

explained by one variable can be calculated dividing Eigenvalue with the total

47

variance, then multiply the result by 100%. For example, factor 1 with Initial

eigenvalue of 5.587, thus, the calculation will be (5.587÷ 30) × 100% =

18.625%.

Table 4.11 Total Variance Explained

Total Variance Explained

Com

pone

nt

Initial Eigenvalues

Extraction Sums of

Squared Loadings

Rotation Sums of

Squared Loadings

Total

% of

Varian

ce

Cumulative

% Total

% of

Varian

ce

Cumul

ative

% Total

% of

Varian

ce

Cumul

ative

%

1 5.587 18.625 18.625 5.587 18.625 18.625 4.946 16.487 16.487

2 2.874 9.579 28.204 2.874 9.579 28.204 3.515 11.717 28.204

3 2.532 8.442 36.646

4 1.934 6.448 43.094

5 1.747 5.823 48.917

6 1.385 4.615 53.532

7 1.319 4.397 57.928

8 1.208 4.027 61.955

9 1.064 3.545 65.500

10 .970 3.234 68.734

11 .890 2.965 71.699

12 .835 2.783 74.482

13 .756 2.520 77.002

14 .715 2.382 79.384

15 .661 2.205 81.589

16 .616 2.053 83.642

17 .575 1.916 85.557

18 .545 1.815 87.373

19 .537 1.790 89.162

20 .456 1.520 90.682

21 .412 1.373 92.056

22 .396 1.321 93.376

23 .348 1.159 94.536

24 .327 1.091 95.626

25 .291 .971 96.598

26 .270 .900 97.498

48


Figure 4.2 Factor Analysis Scree Plot


Figure shows in 4.2 above graphs component number in X-axis against

eigenvalue in Y-axis. The graph can used to determine how many factors are

there to be extracted. It can be seen from the curve first Factor plot to second

and third factor is decline slightly as the range of Eigenvalue between those

factors are quite far. And then start from fifth factor plot the curve is getting

flatter through the last factor. The scree plot also showed that there are actually

nine factors which eligible to be used further in factor analysis since the

Eigenvalue of those factors are above. However, the factoring process is

stopped at 5th

factor since the Eigenvalue is changed to 2.6. The attempt is

done in order to simplify the number of extracted factors.

27 .237 .789 98.287

28 .192 .640 98.927

29 .169 .564 99.492

30 .153 .508 100.000

49

4.3.3 Factor Rotation

In the table 4.12 shows the rotated factor loading of each manifest variable

under four extracted factors. The factor loadings are used to classify the

distribution of each variable into generated factors. The classification process

is done by comparing the correlation value of each column in each item. The

higher value of factor loading, the correlation between the variable and the

factor is also higher.

Table 4.12 Rotated Component Matrix

Rotated Component

Matrixa

Component

1 2

CE1 .043 .574

CE2 .275 .438

CE3 .210 .460

CE4 .285 .446

CE5 .227 .404

CE6 .319 .225

CE7 .262 .450

PP1 -.006 .480

PP2 -.067 .608

PP3 -.229 .635

PP4 -.074 .525

PP5 .001 .455

BI1 .711 -.032

BI2 .595 -.070

BI3 .403 .097

BI4 .470 .238

BI5 .497 -.042

BI6 .432 .204

PF1 .392 .128

PF2 .419 .021

PF3 .365 .256

PF4 .402 .373

50

PF5 .542 .127

PF6 .358 .357

PQ1 .528 -.106

PQ2 .422 -.303

PQ3 .477 -.080

PQ4 .495 .125

PQ5 .574 .218

PQ6 .690 .162

Extraction Method:

Principal Component

Analysis.

Rotation Method: Varimax

with Kaiser

Normalization.a

a. Rotation converged in 3

iterations.


The rotation is needed since there are a lot of manifest variables with high

loading. It also makes the analysis become easier the correlation is acceptable

if the loading facto of each variable is equal to or above 0.5. The correlation

degree of variables with loading factor below 0.5 is considered weak, therefore

will be eliminated for the next step of factor analysis. The classification of each

variable will be shown in table 4.14 below.

Table 4.13 Component Transformation Matrix

Component Transformation

Matrix

Component 1 2

1 .874 .486

2 -.486 .874

Extraction Method: Principal

Component Analysis.

Rotation Method: Varimax with

Kaiser Normalization.


51

Tables 4.13 of component transformation matrix represent the correlation

between the extracted factors by examine the value diagonally. The correlation

between the factors is considered high since the value of each variable is more

than 0.5.

Table 4.14 Factor Classification

Factor Manifest

1 BI 2 PF 5 PQ 1 PQ 5 PQ 6

2 CE 1 PP 2 PP 3 PP4


Notes:

BI: Brand Image

PF: Price Fairness

PQ: Product Quality

CE: Celebrity Endorsement

PP: Product Packaging

4.3.4 Dominant Factor

From the test by implementing factors analysis method there are new factors

that generated from 30 manifest variables, the new factor shows 28.204%

cumulative value which means that the factor are able to represent 28.204%

variability of all variables.

a. First Factor

The first new factor formed from extraction has variance value 16.487% after

the rotation. This factor formed from the combination of variables, brand

image, price fairness, and three of them are from perceived quality. Below are

the table 4.14 shows five variables that construct the first factors.

Table 4.15 Construction of the First Factor

No Variables Statement

1 Brand image 2 Global cosmetics products always gave a

52

performance as promised

2 Price Fairness 5 The global brand price of cosmetic products is

always equivalent to the benefits they are

offered

3 Perceived quality 1 Lipstick global brand always lasted 24 hours

on my lips

4 Perceived Quality 5 Global cosmetics products always have

superior quality

5 Perceived Quality 6 The global lipstick brand has a variant

selection of colors


According to the all statement that already constructed above on the table, the

first factor is combine by Brand image, Price Fairness, and Perceived Quality,

which more dominant into the ability global cosmetic product serve a quality

product with the worth price. Thus the first factor can be referred as

―performance of the product‖. According to (Asshidin et al., 2016)

Performance of the product is to measure how that product can have good

impact of the consumer and suit with consumer expectation. And global

cosmetic product gives them good performance of the product as the consumer

expectation.

b. Second Factor

The second factor which generated from factor analysis are constructed by four

manifest variables, one from celebrity endorsement and three product

packaging, the new factor extraction has variance value 28.204% after the

rotation. The table 4.16 shown the second factor constructed.

Table 4.16 Construction of the Second Factor

NO Variables Statement

1 Celebrity Endorsement 1 I always look at celebrity reviews about

cosmetic products when wanting to buy

53

cosmetics

2 Product Packaging 2 full information about the function of

the product on the packaging always

help me to choose cosmetic products

3 Product Packaging 3 I tend to buy glamorous glass-packed

products

4 Product Packaging 4 I often choose favorite colors on product

packaging when I want to buy cosmetics


As can be seen in table 4.16 the second factor showed, the factor that

stimulates purchase intention in cosmetic product is the enough information

given by the product throughout the endorsement and their product packaging

also well packaged product. The researcher named this as ―Attractiveness‖

Attractive is for how celebrity act like to attract attention to the advertisement

and how product packaging like to attract attention from the color and the

design (Bhakar et al., 2015), with well attractive advertisement people will

tend to get attracted easily and it is also defined the quality of product itself if it

is good or not.

4.4 Discussion

According to the result from all the processed that the researcher been through

purchase intention can be used to product innovation and development in the

cosmetic industries, the previous study from Chin & Harizan (2017) did found

that from five variables, celebrity endorsement and price fairness has

significance impact in stimulating purchase intention in cosmetic product on

intention to purchase cosmetic product. But the other variables did not find the

influence on intention to purchase cosmetic product, such as, brand image,

product packaging, and perceived quality.

54

The first new factor called performance of the product it is formed by the

variables that dominantly represent the consumer needs for quality of the

product. And nowadays people intention to purchase cosmetics is because of

the performance of the quality, whether it is as they are expected and even

worth to purchase.

The second new factor is generated from celebrity endorsement and product

packaging. All of the manifest variable are indicate the attractiveness of the

product. The attractiveness is always being the first sight reason why we

wanted to buy the product. For instance, we buy the product because of the

product has glamour packaging or because the product having an attractiveness

on the advertising by using world top public figure (celebrity).

55

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

This research assesses the factors of women employees’ consumer of cosmetic

product in Jababeka Industrial Estate by adopting purchase intention theory,

with five variables used to the analysis namely Celebrity Endorsement, Product

Packaging, Brand Image, Price Fairness, and Perceived Quality. The research

is conducted to 155 female consumers who work in Jababeka Industrial Estate.

The analysis was done by adopting factor analysis method. The result of the

study showed that there are two dominant factors which generated from the

Purchase Intention, namely performance of quality and attractiveness. Based

on the percentage variance after rotation of each factor, performance of product

is the most dominant one among the other factors with 16.487% and the second

factor is 11.717%. These four new factors can be implemented to further

explore consumer purchase intention of cosmetic product adoption or other

innovative products.

5.2 Recommendation

The results of present study have some practical implications. For academic

purposes, this research contributes in providing knowledge of purchase

intention which particularly applied in cosmetic consumer. While for the local

cosmetic producers, this research can be used as reference when developing

new product cosmetics by considering the quality given trough the product.

Although this study contributes for certain implications, there are limitations

that need to be addressed for future research. Firstly, the subjects of this study

is only limited to a small number of cosmetics users who work in Jababeka

Industrial Estate.

56

Whereas, those consumers are not the only one who have the access to adopt

the product, and consumer behaviour in other places may be different from

those participated in this study. Therefore, it is suggested for future research to

be conducted in different places with different types of respondents.

Purchase intention is a wide concept which is applicable for different types of

product. Hence, it still needs further exploration to develop new knowledge by

using different approach modelled in this study which certainly give

contributions academically and for practical implementations.

57

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62

APPENDIX

Appendix A – Questionnaire

Questionnaire in Bahasa Indonesia

Berilah tanda sesuai pendapat Anda, dengan ketentuan skala Likert sebagai

berikut:

5 = Sangat Setuju; 4 = Setuju; 3 = Netral; 2 = Tidak Setuju; 1 = Sangat Tidak

Setuju

QUESTIONARE 1 2 3 4 5

Celebrity

Endorsement

saya selalu melihat ulasan selebrity

mengenai produk kosmetik saat ingin

membeli kosmetik

saya lebih sering memilih kosmetik

yang di endors oleh selebriti

Saya cenderung memilih produk yang

digunakan oleh selebritis terkenal

saya selalu beranggapan selebriti

terkenal pasti meng endorse barang

yang ber- kualitas

Saya akan membeli lipstick yang di

endorse oleh selebriti cantik

Saya selalu membeli kosmetik yang

di endorse oleh selebriti top dunia

Apakah anda menggunakan Lip color cosmetic (lipstick dan liptint) dalam

keseharian? (Jika YA silahkan lanjutkan)

YA

TIDAK

63

saya selalu membeli produk yang di

endorse (direkomendasikan melalui

iklan) oleh selebriti favorit saya

Product

Packaging

Kemasan berbahan plastik selalu saya

pilih saat membeli kosmetik

saya cenderung membeli produk yang

berkemasan kaca

saya sering kali memilih warna

kesukaan pada kemasan produk saat

ingin membeli kosmetik

saya selalu memilih kemasan dengan

tutup yang rapat

informasi lengkap mengenai fungsi

produk dikemasan selalu membantu

saya untuk memilih produk kosmetik

Brand Image Lipstick merek global membuat saya

percaya diri

Global kosmetik produk selalu

memberikan peforma sesuai dengan

yang dijanjikan

Saya selalu cocok menggunakan

merek global kosmetik

Saya cenderung membeli kosmetik

produk yang disarankan teman teman

saya

Merek global kosmetik cenderung

memiliki reputasi diatas merek

kosmetik lokal

Kosmetik merek global lebih mudah

64

di temukan di pasaran

Price

Fairness

Saya selalu membeli produk kosmetik

dengan harga sesuai anggaran yang

saya tentukan

Manfaat yang di dapat dari global

kosmetik produk selalu sesuai dengan

harga beli

Merek global kosmetik produk

cenderung terjangkau oleh semua

kalangan

Saya akan selalu memilih global

kosmetik produk walaupun harga

yang ditawarkan lebih tinggi

Harga merek global kosmetik produk

selalu setara dengan manfaat yang

ditawarkan

Global kosmetik produk menawarkan

harga yang bervariasi tergantung

kualitas dan ketahanan produk nya.

Perceived

Quality

Lipstick merek global selalu bertahan

24 jam dibibir saya

kualitas kosmetik global cenderung

memiliki mutu yang baik dari waktu

ke waktu

produk kosmetik global bertahan

sesuai dengan tanggal kadaluarsa

Global kosmetik produk terbuat dari

bahan alami sesuai janji produk

Global kosmetik produk selalu

memilik kualitas yang lebih unggul

Merek lipstick global lmemiliki

65

pilihan warna yang beragam

66

Appendix B – Normality

Histogram and Normal Q-Q Plots

1. Celebrity Endorsement

67

2. Product Packaging

68

3. Brand Image

69

4. Price Fairness

70

5. Perceived Quality

71

Appendix C – Factor Analysis

Correlation Matrix

CE1

CE2

CE3

CE4

CE5

CE6

CE7

PP1

PP2

PP3

PP4

PP5

BI1

BI2

BI3

BI4

BI5

BI6

PF1

PF2

PF3

PF4

PF5

PF6

PQ1

PQ2

PQ3

PQ4

PQ5

PQ6

Correlation

CE1

1.000

.268

.207

.393

.379

.025

.328

.045

.222

.316

.161

.187

.078

.055

.023

.045

.113

-.067

-.041

-.134

.149

.115

.017

.243

-.006

-.046

-.099

.126

.264

CE2

.268

1.000

.630

.624

.197

.297

.188

-.027

-.005

.055

.154

.172

.208

.113

-.065

.137

.106

-.072

.032

.148

.138

.156

.146

.234

.090

.002

.134

.053

.322

.222

CE3

.207

.630

1.000

.616

.248

.246

.247

.018

.132

.101

-.005

.154

.100

.105

-.012

.096

.139

.047

.045

.114

.081

.161

.069

.118

.160

-.075

.010

-.031

.237

.223

CE4

.393

.624

.616

1.000

.341

.203

.125

-.060

.007

.022

.023

.116

.206

.144

-.004

.087

.229

.216

.064

.206

.218

.180

.123

.230

.120

-.091

-.058

-.081

.260

.226

CE . .1 .2 .3 1. .1 .3 .0 .1 .1 - - .1 .0 .0 .1 .2 .0 .1 .0 .1 .2 .0 .1 .0 .0 .0 .1 .2 .1

72

5 379

97

48

41

000

29

58

91

99

10

.030

.055

70

31

46

33

22

43

52

18

42

09

46

87

94

17

03

19

96

61

CE6

.025

.297

.246

.203

.129

1.000

.221

.084

.039

.056

.137

.041

.268

.312

.189

.169

-.047

.179

.121

.285

.077

.103

.138

.144

.054

.082

.069

.017

.138

.192

CE7

.328

.188

.247

.125

.358

.221

1.000

.215

.205

.207

.052

.181

.142

.175

.144

.147

.084

.016

.059

-.151

.158

.151

.123

.271

.223

.077

.144

.241

.366

.205

PP1

.045

-.027

.018

-.060

.091

.084

.215

1.000

.556

.302

.272

.153

-.023

-.064

.080

.103

-.002

.256

.097

.072

.106

.256

.101

.105

.097

-.090

.037

.160

-.060

.083

PP2

.222

-.005

.132

.007

.199

.039

.205

.556

1.000

.417

.253

.326

-.070

.015

.002

.139

-.034

.277

.176

.010

.072

.151

.072

.130

-.006

-.063

.019

.084

-.110

.104

PP3

.316

.055

.101

.022

.110

.056

.207

.302

.417

1.000

.330

.244

-.101

-.139

-.016

.081

-.094

.097

-.083

-.164

.070

.168

-.037

.067

-.134

-.184

-.104

-.001

.070

.029

PP4

.161

.154

-.005

.023

-.030

.137

.052

.272

.253

.330

1.000

.379

-.011

-.091

.147

.210

-.088

.128

.080

.090

.009

.188

.131

.220

-.182

-.184

.072

.087

-.018

.005

73

PP5

.187

.172

.154

.116

-.055

.041

.181

.153

.326

.244

.379

1.000

.029

.146

.166

.136

-.019

.201

-.016

-.013

.040

-.123

.074

.055

-.085

-.067

.076

.035

.127

.122

BI1

.078

.208

.100

.206

.170

.268

.142

-.023

-.070

-.101

-.011

.029

1.000

.664

.261

.236

.318

.282

.123

.269

.051

.161

.313

.316

.306

.244

.270

.176

.420

.436

BI2

.055

.113

.105

.144

.031

.312

.175

-.064

.015

-.139

-.091

.146

.664

1.000

.225

.075

.132

.256

.041

.083

.057

.027

.252

.254

.187

.298

.255

.232

.322

.360

BI3

.023

-.065

-.012

-.004

.046

.189

.144

.080

.002

-.016

.147

.166

.261

.225

1.000

.423

.140

.375

.197

.193

.039

.235

.197

.109

-.039

.072

.118

.120

.221

.301

BI4

.045

.137

.096

.087

.133

.169

.147

.103

.139

.081

.210

.136

.236

.075

.423

1.000

.322

.373

.266

.257

.090

.284

.213

.305

.099

.172

.147

.214

.244

.344

BI5

.113

.106

.139

.229

.222

-.047

.084

-.002

-.034

-.094

-.088

-.019

.318

.132

.140

.322

1.000

.259

.034

.168

.050

.009

.174

.078

.416

.219

.152

.194

.285

.291

BI6

-.0

-.07

.047

.216

.043

.179

.016

.256

.277

.097

.128

.201

.282

.256

.375

.373

.259

1.00

.186

.306

.138

.237

.234

.142

.139

.047

.118

.163

.132

.341

74

67

2 0

PF1

-.041

.032

.045

.064

.152

.121

.059

.097

.176

-.083

.080

-.016

.123

.041

.197

.266

.034

.186

1.000

.522

.361

.392

.412

.099

.102

.011

.161

.243

-.019

.212

PF2

-.134

.148

.114

.206

.018

.285

-.151

.072

.010

-.164

.090

-.013

.269

.083

.193

.257

.168

.306

.522

1.000

.226

.258

.283

.116

.009

.084

.071

.013

-.014

.237

PF3

.149

.138

.081

.218

.142

.077

.158

.106

.072

.070

.009

.040

.051

.057

.039

.090

.050

.138

.361

.226

1.000

.428

.377

.115

.125

.002

.136

.325

.328

.276

PF4

.115

.156

.161

.180

.209

.103

.151

.256

.151

.168

.188

-.123

.161

.027

.235

.284

.009

.237

.392

.258

.428

1.000

.358

.382

.195

-.009

.167

.262

.270

.220

PF5

.017

.146

.069

.123

.046

.138

.123

.101

.072

-.037

.131

.074

.313

.252

.197

.213

.174

.234

.412

.283

.377

.358

1.000

.134

.146

.029

.318

.367

.147

.373

PF6

.24

.234

.118

.230

.187

.144

.271

.105

.130

.067

.220

.055

.316

.254

.109

.305

.078

.142

.099

.116

.115

.382

.134

1.00

.149

.076

.032

.196

.365

.128

75

3 0

PQ1

-.006

.090

.160

.120

.094

.054

.223

.097

-.006

-.134

-.182

-.085

.306

.187

-.039

.099

.416

.139

.102

.009

.125

.195

.146

.149

1.000

.359

.319

.195

.264

.363

PQ2

-.046

.002

-.075

-.091

.017

.082

.077

-.090

-.063

-.184

-.184

-.067

.244

.298

.072

.172

.219

.047

.011

.084

.002

-.009

.029

.076

.359

1.000

.179

.090

.232

.181

PQ3

-.099

.134

.010

-.058

.003

.069

.144

.037

.019

-.104

.072

.076

.270

.255

.118

.147

.152

.118

.161

.071

.136

.167

.318

.032

.319

.179

1.000

.292

.203

.302

PQ4

.126

.053

-.031

-.081

.119

.017

.241

.160

.084

-.001

.087

.035

.176

.232

.120

.214

.194

.163

.243

.013

.325

.262

.367

.196

.195

.090

.292

1.000

.383

.508

PQ5

.264

.322

.237

.260

.296

.138

.366

-.060

-.110

.070

-.018

.127

.420

.322

.221

.244

.285

.132

-.019

-.014

.328

.270

.147

.365

.264

.232

.203

.383

1.000

.366

PQ6

.15

.222

.223

.226

.161

.192

.205

.083

.104

.029

.005

.122

.436

.360

.301

.344

.291

.341

.212

.237

.276

.220

.373

.128

.363

.181

.302

.508

.366

1.00

76

4 0

77

Anti – Image Matrices

CE1

CE2

CE3

CE4

CE5

CE6

CE7

PP1

PP2

PP3

PP4

PP5

BI1

BI2

BI3

BI4

BI5

BI6

PF1

PF2

PF3

PF4

PF5

PF6

PQ1

PQ2

PQ3

PQ4

PQ5

PQ6

Anti-image Covariance

CE1

.532

.010

.073

-.138

-.076

.025

-.080

.058

-.088

-.110

-.046

-.035

-.016

.005

-.050

.034

-.048

.132

.021

.041

-.018

-.011

.025

-.038

.030

-.026

.066

-.054

-.005

CE2

.010

.351

-.133

-.135

.049

-.094

.014

-.022

.007

.008

-.050

-.045

-.043

.049

.063

-.042

.013

.128

.013

-.004

.021

-.005

-.019

-.022

.048

-.049

-.094

-.031

-.046

-.013

CE3

.073

-.133

.415

-.111

.001

-.030

-.074

.033

-.078

-.024

.056

-.026

.055

-.037

-.006

-.008

-.020

.049

.005

-.026

.078

-.057

.012

.064

-.048

.075

.044

.022

-.038

-.035

CE4

-.13

-.135

-.111

.288

-.090

.024

.034

.015

.064

.047

.004

-9,09

.023

-.031

.037

.040

-.039

-.151

-.004

-.013

-.067

-.001

-.011

-.044

-.013

.063

.057

.099

.014

-.028

78

8 E-02

CE5

-.076

.049

.001

-.090

.600

-.071

-.127

.002

-.104

.037

.036

.079

-.065

.073

.025

.006

-.091

.046

-.081

.049

.034

-.045

.052

.024

.082

-.013

-.012

-.005

-.076

-.009

CE6

.025

-.094

-.030

.024

-.071

.638

-.107

-.020

.033

-.059

-.091

.106

.020

-.127

-.059

-.049

.130

-.052

.034

-.137

-.021

.069

-.011

.037

-.058

.004

.043

.029

.011

.014

CE7

-.080

.014

-.074

.034

-.127

-.107

.576

-.094

.015

-.050

.051

-.060

.022

-.009

-.065

-.012

.027

.042

-.036

.085

-.023

.052

-.038

-.092

-.070

-.005

-.048

-.023

-.055

.019

PP1

.058

-.022

.033

.015

.002

-.020

-.094

.548

-.214

-.031

-.062

.011

-.026

.044

-.047

.038

.002

-.038

.087

-.058

-.022

-.066

.008

.027

-.078

.044

.043

-.076

.046

.038

PP2

-.0

.007

-.07

.064

-.10

.033

.015

-.21

.426

-.10

.009

-.10

.044

-.04

.083

-.01

.006

-.10

-.08

.035

-.00

.010

.008

-.06

.027

-.04

-.02

.037

.086

-.03

79

88

8 4 4 4 5 9 5 4 6 3 6 1 8 3

PP3

-.110

.008

-.024

.047

.037

-.059

-.050

-.031

-.104

.583

-.099

-.031

-.021

.054

.087

-.015

-.010

-.049

.032

.078

-.015

-.091

.020

.055

.072

.044

.051

.073

-.056

-.058

PP4

-.046

-.050

.056

.004

.036

-.091

.051

-.062

.009

-.099

.581

-.191

-.024

.074

-.031

-.030

.000

.004

.004

-.010

.057

-.057

-.031

-.099

.054

.043

-.074

-.052

.049

.038

PP5

-.035

-.045

-.026

-9,09

E-02

.079

.106

-.060

.011

-.105

-.031

-.191

.571

.048

-.074

-.071

-.029

.053

-.059

.002

-.025

-.037

.162

-.029

.040

-.017

.038

-.017

.043

-.083

.002

BI1

-.016

-.043

.055

.023

-.065

.020

.022

-.026

.044

-.021

-.024

.048

.348

-.206

.002

-.013

-.040

-.019

-.006

-.077

.081

.005

-.065

-.035

-.058

.054

-.012

.087

-.088

-.066

80

BI2

.005

.049

-.037

-.031

.073

-.127

-.009

.044

-.049

.054

.074

-.074

-.206

.369

-.033

.088

.020

-.029

.003

.073

-.010

.020

-.020

-.074

.064

-.121

-.054

-.068

.015

-.011

BI3

-.050

.063

-.006

.037

.025

-.059

-.065

-.047

.083

.087

-.031

-.071

.002

-.033

.565

-.118

-.045

-.094

-.065

.029

.079

-.109

-.002

.051

.126

.008

-.004

.096

-.069

-.106

BI4

.034

-.042

-.008

.040

.006

-.049

-.012

.038

-.015

-.015

-.030

-.029

-.013

.088

-.118

.543

-.146

-.086

-.077

.026

.033

-.039

.017

-.132

.076

-.102

-.009

.008

-.002

-.081

BI5

-.048

.013

-.020

-.039

-.091

.130

.027

.002

.006

-.010

.000

.053

-.040

.020

-.045

-.146

.534

-.050

.083

-.105

.018

.123

-.076

.061

-.189

-.010

.003

-.074

-.040

.065

BI6

.132

.128

.049

-.151

.046

-.052

.042

-.038

-.104

-.049

.004

-.059

-.019

-.029

-.094

-.086

-.050

.468

.041

-.053

.015

-.037

-.001

.020

-.015

.018

-.011

-.047

-.016

-.023

PF1

.0

.01

.00

-.0

-.0

.03

-.0

.08

-.0

.03

.00

.00

-.0

.00

-.0

-.0

.08

.04

.47

-.2

-.0

-.0

-.0

.04

-.0

.03

-.0

-.0

.07

.05

81

21

3 5 04

81

4 36

7 86

2 4 2 06

3 65

77

3 1 4 07

87

53

93

3 80

5 01

94

4 9

PF2

.041

-.004

-.026

-.013

.049

-.137

.085

-.058

.035

.078

-.010

-.025

-.077

.073

.029

.026

-.105

-.053

-.207

.448

-.053

-.036

.016

-.057

.124

-.084

.007

.073

.038

-.080

PF3

-.018

.021

.078

-.067

.034

-.021

-.023

-.022

-.003

-.015

.057

-.037

.081

-.010

.079

.033

.018

.015

-.087

-.053

.557

-.120

-.109

.061

.007

.019

7,89

E-02

-.029

-.145

-.042

PF4

-.011

-.005

-.057

-.001

-.045

.069

.052

-.066

.010

-.091

-.057

.162

.005

.020

-.109

-.039

.123

-.037

-.053

-.036

-.120

.445

-.085

-.122

-.093

.016

-.041

-.019

-.042

.049

PF5

.025

-.019

.012

-.011

.052

-.011

-.038

.008

.008

.020

-.031

-.029

-.065

-.020

-.002

.017

-.076

-.001

-.093

.016

-.109

-.085

.587

.019

.048

.020

-.083

-.068

.075

-.042

PF6

-.0

-.02

.064

-.04

.024

.037

-.09

.027

-.06

.055

-.09

.040

-.03

-.07

.051

-.13

.061

.020

.043

-.05

.061

-.12

.019

.572

-.06

.036

.094

-.04

-.08

.081

82

38

2 4 2 6 9 5 4 2 7 2 0 2 8

PQ1

.030

.048

-.048

-.013

.082

-.058

-.070

-.078

.027

.072

.054

-.017

-.058

.064

.126

.076

-.189

-.015

-.080

.124

.007

-.093

.048

-.060

.474

-.163

-.116

.054

-.001

-.129

PQ2

-.026

-.049

.075

.063

-.013

.004

-.005

.044

-.041

.044

.043

.038

.054

-.121

.008

-.102

-.010

.018

.035

-.084

.019

.016

.020

.036

-.163

.674

.004

.046

-.082

.001

PQ3

.066

-.094

.044

.057

-.012

.043

-.048

.043

-.028

.051

-.074

-.017

-.012

-.054

-.004

-.009

.003

-.011

-.001

.007

7,89

E-02

-.041

-.083

.094

-.116

.004

.688

-.030

-.018

-.023

PQ4

-.054

-.031

.022

.099

-.005

.029

-.023

-.076

.037

.073

-.052

.043

.087

-.068

.096

.008

-.074

-.047

-.094

.073

-.029

-.019

-.068

-.042

.054

.046

-.030

.454

-.111

-.196

PQ5

-.

-.0

-.0

.01

-.0

.01

-.0

.04

.08

-.0

.04

-.0

-.0

.01

-.0

-.0

-.0

-.0

.07

.03

-.1

-.0

.07

-.0

-.0

-.0

-.0

-.1

.41

.01

83

005

46

38

4 76

1 55

6 6 56

9 83

88

5 69

02

40

16

4 8 45

42

5 88

01

82

18

11

0 5

PQ6

-.033

-.013

-.035

-.028

-.009

.014

.019

.038

-.033

-.058

.038

.002

-.066

-.011

-.106

-.081

.065

-.023

.059

-.080

-.042

.049

-.042

.081

-.129

.001

-.023

-.196

.015

.429

Anti-image Correlation

CE1

.699a

.024

.155

-.352

-.134

.043

-.145

.108

-.184

-.197

-.084

-.064

-.038

.011

-.091

.064

-.091

.264

.042

.084

-.033

-.023

.044

-.069

.060

-.044

.109

-.111

-.010

CE2

.024

.703a

-.348

-.424

.107

-.198

.031

-.050

.017

.019

-.110

-.100

-.123

.137

.142

-.095

.030

.316

.031

-.009

.047

-.012

-.041

-.050

.118

-.100

-.192

-.077

-.121

-.033

CE3

.155

-.348

.725a

-.320

.002

-.058

-.151

.068

-.186

-.048

.114

-.052

.145

-.094

-.013

-.017

-.042

.110

.010

-.060

.163

-.132

.025

.132

-.109

.141

.082

.050

-.092

-.083

CE - - - .6 - .0 .0 .0 .1 .1 .0 .0 .0 - .0 .1 - - - - - - - - - .1 .1 .2 .0 -

84

4 .352

.424

.320

48a

.217

56

85

37

82

15

11

00

73

.095

93

01

.098

.411

.010

.036

.168

.003

.028

.109

.034

42

29

74

42

.080

CE5

-.134

.107

.002

-.217

.707a

-.114

-.216

.003

-.206

.063

.060

.136

-.142

.156

.043

.010

-.160

.087

-.152

.094

.059

-.088

.088

.040

.154

-.021

-.018

-.010

-.154

-.018

CE6

.043

-.198

-.058

.056

-.114

.652a

-.176

-.033

.063

-.096

-.149

.175

.042

-.262

-.097

-.083

.222

-.096

.062

-.256

-.034

.129

-.018

.061

-.105

.007

.065

.053

.021

.028

CE7

-.145

.031

-.151

.085

-.216

-.176

.778a

-.168

.031

-.086

.088

-.104

.050

-.020

-.114

-.021

.049

.081

-.069

.167

-.040

.103

-.065

-.160

-.134

-.008

-.076

-.044

-.112

.038

PP1

.108

-.050

.068

.037

.003

-.033

-.168

.657a

-.443

-.054

-.109

.020

-.060

.097

-.084

.069

.004

-.075

.171

-.117

-.039

-.133

.015

.049

-.153

.072

.070

-.152

.097

.079

PP2

-.

.01

-.1

.18

-.2

.06

.03

-.4

.60

-.2

.01

-.2

.11

-.1

.16

-.0

.01

-.2

-.1

.07

-.0

.02

.01

-.1

.05

-.0

-.0

.08

.20

-.0

85

184

7 86

2 06

3 1 43

2a

10

7 12

5 23

8 30

2 32

91

9 07

4 5 34

9 76

52

3 5 77

PP3

-.197

.019

-.048

.115

.063

-.096

-.086

-.054

-.210

.697a

-.169

-.053

-.046

.117

.151

-.027

-.017

-.094

.061

.152

-.026

-.179

.034

.095

.136

.071

.081

.141

-.116

-.115

PP4

-.084

-.110

.114

.011

.060

-.149

.088

-.109

.017

-.169

.677a

-.331

-.054

.160

-.054

-.054

.001

.008

.008

-.020

.100

-.111

-.054

-.172

.103

.068

-.118

-.101

.100

.077

PP5

-.064

-.100

-.052

.000

.136

.175

-.104

.020

-.212

-.053

-.331

.582a

.107

-.161

-.125

-.053

.096

-.113

.003

-.050

-.066

.321

-.050

.069

-.033

.060

-.026

.085

-.171

.004

BI1

-.038

-.123

.145

.073

-.142

.042

.050

-.060

.115

-.046

-.054

.107

.731a

-.574

.004

-.031

-.093

-.048

-.015

-.196

.184

.013

-.145

-.079

-.143

.111

-.025

.219

-.232

-.170

BI2 . .1 - - .1 - - .0 - .1 .1 - - .6 - .1 .0 - .0 .1 - .0 - - .1 - - - .0 -

86

011

37

.094

.095

56

.262

.020

97

.123

17

60

.161

.574

45a

.073

97

45

.070

06

79

.021

48

.043

.162

54

.242

.107

.166

38

.027

BI3

-.091

.142

-.013

.093

.043

-.097

-.114

-.084

.168

.151

-.054

-.125

.004

-.073

.659a

-.212

-.082

-.184

-.125

.057

.140

-.217

-.004

.090

.243

.013

-.007

.190

-.143

-.214

BI4

.064

-.095

-.017

.101

.010

-.083

-.021

.069

-.030

-.027

-.054

-.053

-.031

.197

-.212

.768a

-.272

-.170

-.152

.053

.060

-.079

.029

-.236

.150

-.169

-.014

.016

-.004

-.167

BI5

-.091

.030

-.042

-.098

-.160

.222

.049

.004

.012

-.017

.001

.096

-.093

.045

-.082

-.272

.637a

-.100

.165

-.215

.033

.252

-.136

.111

-.376

-.017

.005

-.150

-.086

.135

BI6

.264

.316

.110

-.411

.087

-.096

.081

-.075

-.232

-.094

.008

-.113

-.048

-.070

-.184

-.170

-.100

.685a

.086

-.115

.029

-.081

-.002

.039

-.033

.033

-.020

-.103

-.037

-.050

PF1

.04

.031

.010

-.01

-.15

.062

-.06

.171

-.19

.061

.008

.003

-.01

.006

-.12

-.15

.165

.086

.664

-.44

-.16

-.11

-.17

.082

-.16

.062

-.00

-.20

.167

.131

87

2 0 2 9 1 5 5 2 a 9 9 5 7 9 2 2

PF2

.084

-.009

-.060

-.036

.094

-.256

.167

-.117

.079

.152

-.020

-.050

-.196

.179

.057

.053

-.215

-.115

-.449

.613a

-.105

-.081

.031

-.113

.270

-.154

.013

.162

.089

-.182

PF3

-.033

.047

.163

-.168

.059

-.034

-.040

-.039

-.007

-.026

.100

-.066

.184

-.021

.140

.060

.033

.029

-.169

-.105

.729

a

-.241

-.191

.108

.014

.030

.000

-.058

-.303

-.086

PF4

-.023

-.012

-.132

-.003

-.088

.129

.103

-.133

.024

-.179

-.111

.321

.013

.048

-.217

-.079

.252

-.081

-.115

-.081

-.241

.720a

-.166

-.242

-.203

.029

-.074

-.043

-.098

.111

PF5

.044

-.041

.025

-.028

.088

-.018

-.065

.015

.015

.034

-.054

-.050

-.145

-.043

-.004

.029

-.136

-.002

-.177

.031

-.191

-.166

.855a

.033

.090

.032

-.131

-.131

.152

-.084

PF6

-.069

-.050

.132

-.109

.040

.061

-.160

.049

-.134

.095

-.172

.069

-.079

-.162

.090

-.236

.111

.039

.082

-.113

.108

-.242

.033

.716a

-.115

.059

.150

-.083

-.182

.163

88

PQ1

.060

.118

-.109

-.034

.154

-.105

-.134

-.153

.059

.136

.103

-.033

-.143

.154

.243

.150

-.376

-.033

-.169

.270

.014

-.203

.090

-.115

.579a

-.288

-.203

.116

-.001

-.286

PQ2

-.044

-.100

.141

.142

-.021

.007

-.008

.072

-.076

.071

.068

.060

.111

-.242

.013

-.169

-.017

.033

.062

-.154

.030

.029

.032

.059

-.288

.654a

.006

.084

-.156

.002

PQ3

.109

-.192

.082

.129

-.018

.065

-.076

.070

-.052

.081

-.118

-.026

-.025

-.107

-.007

-.014

.005

-.020

-.002

.013

.000

-.074

-.131

.150

-.203

.006

.792a

-.053

-.034

-.042

PQ4

-.111

-.077

.050

.274

-.010

.053

-.044

-.152

.083

.141

-.101

.085

.219

-.166

.190

.016

-.150

-.103

-.202

.162

-.058

-.043

-.131

-.083

.116

.084

-.053

.650a

-.257

-.444

PQ5

-.010

-.121

-.092

.042

-.154

.021

-.112

.097

.205

-.116

.100

-.171

-.232

.038

-.143

-.004

-.086

-.037

.167

.089

-.303

-.098

.152

-.182

-.001

-.156

-.034

-.257

.774a

.035

PQ - - - - - .0 .0 .0 - - .0 .0 - - - - .1 - .1 - - .1 - .1 - .0 - - .0 .7

89

6 .070

.033

.083

.080

.018

28

38

79

.077

.115

77

04

.170

.027

.214

.167

35

.050

31

.182

.086

11

.084

63

.286

02

.042

.444

35

86a

a. Measures of Sampling Adequacy(MSA)

factors of cosmetic purchase intention in women …

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