ANALYZING FACTORS THAT DRIVE CONSUMER PURCHASE INTENTION OF NYX SOFT MATTE LIP CREAM IN MANADO
Abstract: NYX Professional
Makeup Soft Matte Lip Cream offers a lightweight creamy lip color with
fantastic durability power. It goes on smoothly and dries matte, locking in
moisture. Consumer purchase intention is a willingness of a customer to
purchase a certain products and also a kind of decision making to purchase a
particular brand by customer. It is important to know the factors that drive
consumer purchase intention in business, in order to guarantee business
continuity and to survive from the competitors. The objective of this research
is to define the factors that drive consumer purchase intention of NYX Soft
Matte Lip Cream in Manado. Quantitative research seeks to quantify the data.
Data was collected using questionnaire that distributed to 100 respondents.
Analysis method is used in this research. The result from this research is
there are 17 variables that correlated with the factor that already conducted.
The results from the factoring process are 2 factors that drive consumer
purchase intention. The first factors Product Knowledge with 12 independents
variables and the second factor is Customer Experience with 5 independent
variables.
Keywords: consumer purchase
intention, product knowledge, customer experience
Penulis: Pricilia Andreina
Ulag, Willem J.F.A Tumbuan, Farlane S Rumokoy
Kode Jurnal: jpmanajemendd170810
