The Influence of Attitudes, Norms, Perceptions on Consumer Intentions in Buying Skincare Products

Skin care products are one of the important needs for most women for skin care. Based on the existing phenomena, many cosmetic industries continue to try to meet consumer needs related to cosmetics with various product innovations that are tailored to consumer demands and needs. This study aims to determine and re-examine the influence of attitudes, norms, perceptions on consumer intentions in buying skincare products at "The Body Shop" Lippo Mall Jember. The population is all buyers of skincare products at "The Body Shop" Lippo Mall Jember whose number is unknown. The number of samples was determined by 60 respondents on the basis of the number of indicators (12) multiplied by 5 to obtain 60 respondents. The data analysis tools used are descriptive analysis, validity and reliability tests, multiple linear regression analysis. The results of this study indicate that the 3 variables used in this study, namely attitudes (X1), norms (X2) and perceptions (X3) have a significant effect on consumer intentions in buying skincare products "The Body Shop" Lippo Mall Jember