Socio-Cultural Variables Impact On Indonesian Men Purchase of Cosmetics in Yogyakarta

This paper aimed to see if men purchase of cosmetics influenced negatively by societal beliefs about men�s grooming products, and to see if men purchase of cosmetics influenced positively by lifestyle. Data collected using questionnaires to 100 respondents using nonprobability purposive sampling. The respondents were in the age between 20 years old and 44 years old, college students or above who lived in the city area of Yogyakarta. Using multiple regression analysis, this research found that societal beliefs and lifestyle simultaneously affected men purchase of cosmetics. The partial contribution of societal beliefs and lifestyle could be checked relied on the t-value, and found that societal beliefs has a significant negative influence on men purchase of cosmetics while lifestyle has significant positive effect on men purchase of cosmetics