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The purpose of this research is to discover several variables that influence purchase intention of local men’s skincare in Indonesia. Despite the trend and potential for men's skincare consumption being quite promising, interest in purchasing local men's skincare brands is still low, in contrast to interest in purchasing local brands for women's skincare products. A total sample of 200 respondents in Indonesia was obtained based on non-probability sampling using a purposive sampling technique. Structural Equation Modeling (SEM) used for the analysis technique. The results indicate that Entertainment, Interaction, Customization, and WOM have a significant positive influence on the brand image which also has a significant positive influence on Purchase Intention. Nevertheless, only Trendness that does not show a significant influence on Brand Image.

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The Influence of Entertainment, Interaction, Trendness, Customization, WOM, and Brand Image on Purchase Intention for Local Men’s Skincare Products in Indonesia

  • 章节

  • 发表日期：

    2025年

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  • Elza Putri Amsyah,
  • Adhi Prasetio

摘要

The purpose of this research is to discover several variables that influence purchase intention of local men’s skincare in Indonesia. Despite the trend and potential for men's skincare consumption being quite promising, interest in purchasing local men's skincare brands is still low, in contrast to interest in purchasing local brands for women's skincare products. A total sample of 200 respondents in Indonesia was obtained based on non-probability sampling using a purposive sampling technique. Structural Equation Modeling (SEM) used for the analysis technique. The results indicate that Entertainment, Interaction, Customization, and WOM have a significant positive influence on the brand image which also has a significant positive influence on Purchase Intention. Nevertheless, only Trendness that does not show a significant influence on Brand Image.