Pengaruh Maskulinitas terhadap Minat Beli Skincare di Kalangan Pria Gen Z
Abstract views: 7
,
PDF (Bahasa Indonesia) downloads: 1
Abstract
This study aims to analyze the influence of Skin Health Concerns, Masculinity, Perception Regarding Skincare, Social Media Use, and Self-Image Concerns on Men's Skincare Purchase Intention in Gen Z Men in Jabodetabek. This study uses a quantitative approach with an online survey method through a questionnaire. The population is Generation Z men aged between 15-28 years in the Jabodetabek area and samples were collected from 174 respondents who have experience using skincare or not. The data analysis technique uses Covariance Based Structural Equation Modeling (CB-SEM) with the help of AMOS software. The results showed that Social Media Use has a positive effect on Self-Image Concerns, and Self-Image Concerns has a positive effect on Men's Skincare Purchase Intention. However, the variables Skin Health Concerns, Masculinity, and Perception Regarding Skincare have no effect on Men's Skincare Purchase Intention. Self-image formation through social media is the main factor that drives Gen Z men to buy skincare products. This finding contributes to the development of consumer behavior science, especially in the context of gender and self-care, and becomes the basis for skincare cosmetic companies to design marketing strategies that are more relevant and adaptive to modern male consumer trends.
Downloads
References
Anam, M. S., & Khoiryasdien, A. D. (2020). Motivasi Penggunaan Skincare Ditinjau Dari Self-Image Pada Pria Di Yogyakarta. Program Sarjana Psikologi Universitas ’Aisyiyah Yogyakarta, 1–9. https://digilib.unisayogya.ac.id/5216/
Andini Desti Nur Rahmadina, & Oktaviana Purnamasari. (2023). Pengaruh Komunitas Virtual Terhadap Keputusan Pembelian Skincare Skintific. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 1(4), 13–23. https://doi.org/10.47861/tuturan.v1i4.480
Ayuda, F., & Musfar, T. F. (2023). Tantangan tradisi: eksplorasi motivasi gaya hidup pria dalam pembelian produk perawatan kulit dan kecantikan di Kota Pekanbaru. Prosiding Seminar Nasional UNIMUS, 6(18), 324–329. https://prosiding.unimus.ac.id/index.php/semnas/article/view/1474
Azizah, R. L., Annisa, S. K., Atikasari, F., Zikrinawati, K., & Fahmy, Z. (2024). Pengaruh Konsep Diri dan Kepercayaan Diri Terhadap Keputusan Pembelian Produk Kecantikan di Sociolla. Jurnal Pemasaran Kompetitif, 7(2), 136–150. https://doi.org/10.32493/jpkpk.v7i2.30185
Chairina, R. R. L., Afandi, M. F., Adove, D. A., & Sularso, R. A. (2023). Dampak Gender pada Pembelian Produk Perawatan Wajah di Negara Beriklim Tropis. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(2), 368. https://doi.org/10.30588/jmp.v12i2.1274
Chiu, C. L., Wang, Q., Ho, H. C., Zhang, J., & Zhao, F. (2019). Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention. Journal of Global Fashion Marketing, 10(4), 377–397. https://doi.org/10.1080/20932685.2019.1639527
Diniyah, N., Hanum, F., & Apriantika, S. G. (2023). Transformasi Nilai Maskulinitas Laki-Laki Pengguna Kosmetik. Dimensia: Jurnal Kajian Sosiologi, 12(1), 61–72. https://doi.org/10.21831/dimensia.v12i1.58087
Egi Regita, Nabilah Luthfiyyah, & Nur Riswandy Marsuki. (2024). Pengaruh Media Sosial Terhadap Persepsi Diri dan Pembentukan Identitas Remaja di Indonesia. Jurnal Kajian Dan Penelitian Umum, 2(1), 46–52. https://doi.org/10.47861/jkpu-nalanda.v2i1.830
Firdaus, I. M., Kurniawati, K., Marzia, N. O., Putri, N. D., Anggraini, R. I., & Kustiawan, S. (2023). Pengaruh Social Media Usage terhadap Conspicuous Online Consumption Dimediasi oleh Self-Image Congruity, dan Self-Esteem pada Kaum Milenial di Jabodetabek. Journal of Management and Business Review, 20(2), 151–169. https://doi.org/10.34149/jmbr.v20i2.308
Goodstats. (2022). Bagaimana Persepsi Laki-Laki Indonesia terhadap Skincare? Goodstats. https://goodstats.id/article/persepsi-laki-laki-indonesia-terhadap-skincare-Dn1Nq
Hair, J. F., Black, W. C., & Babin, B. J. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Education. https://books.google.co.id/books?id=SLRPLgAACAAJ
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hernama, & Hermawati, S. (2022). Pengaruh Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Ms Glow Pada Konsumen Pria Di Kota Depok. Ug Jurnal, 16(6), 50–58. https://ejournal.gunadarma.ac.id/index.php/ugjournal/article/view/12650
Hilmiyah, S., Suhud, U., & Fawaiq, M. (2024). Pengaruh Content Marketing, Brand Image, Brand Trust dan Perceived Value Terhadap Purchase Intention Studi Kasus Pada Skincare Pria Di Jakarta. Jurnal Ekonomi, Manajemen Dan Akuntansi, 2(10), 241–257. https://doi.org/10.572349/neraca.v2i10.2544
Irawan, V., & Widjaja, A. W. (2011). Pengembangan Model Perilaku Konsumen Pria Dalam Membeli Produk Perawatan Kulit (Skin Care) Di Indonesia. ULTIMA Management, 3(1), 16–30. https://doi.org/10.31937/manajemen.v3i1.173
kompasiana. (2024). Perkembangan Pasar Kosmetika Kaum Lelaki Memenuhi Tren Perawatan Diri yang Semakin Kompleks. Kompasiana. https://www.kompasiana.com/merzagamal8924/674ba6cc34777c31f86d48b3/perkembangan-pasar-kosmetika-kaum-lelaki-memenuhi-tren-perawatan-diri-yang-semakin-kompleks?lgn_method=google&google_btn=onetap
Elfi, E. (2023). Analyzing Gender-Related Factors Toward the Purchase Intention of Male Skincare Products in Indonesia. 9(April), 48–66. https://doi.org/10.26905/nomosleca.v9i1.9333
Muhtar, Z., Hamid, H., & Firdaus, D. F. (2022). Pengaruh Intensitas Penggunaan Media Sosial Instagram Terhadap Body Image Pada Mahasiswa di Kota Makassar. Jurnal Psikologi Talenta Mahasiswa, 2(2), 53–63. https://doi.org/10.26858/jtm.v2i2.38409
Nguyen, T.-H., & Ngo, B.-V. (2021). ROI-based features for classification of skin diseases using a multi-layer neural network. Indonesian Journal of Electrical Engineering and Computer Science, 23(1), 216. https://doi.org/10.11591/ijeecs.v23.i1.pp216-228
Rahmantari, N. L. L., Putra, I. P. D. S. S., Utari, N. K. M. T., Mardika, A. P., & Yasmita, I. G. A. L. (2024). Mengulas Ekstraksi Niat Pembelian Skincare (Studi Kasus Pada Gen Z Pria). INNOVATIVE: Journal Of Social Science Research, 4(4), 9419–9427. https://doi.org/10.31004/innovative.v4i4.12995
Sari, N. P. F. (2025). Pengaruh Self Compassion Dan Citra Tubuh Terhadap Purchase Preference Skincare Organik Pada Grup Wa Snstic.Id. PAEDAGOGY : Jurnal Ilmu Pendidikan Dan Psikologi, 4(4), 499-509. https://doi.org/10.51878/paedagogy.v4i4.4101
Copyright (c) 2025 Ryan Fazriansyah, Willy Arafah
This work is licensed under a Creative Commons Attribution 4.0 International License.
