BRAND IMAGE AND CONSUMER INTERNAL FACTORS IN DETERMINING PREFERENCES OF MALE'S MAKE-UP ARTIST IN BANDUNG
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
Solid State Technology Volume: 63 Issue: 3
Abstract
This study aims to determine the extent to which consumers’ internal factors and imagery
influence the preferences of male's makeup artists in Bandung. The research method used is descriptiveverification
method. The sample used was 120 people living in Bandung. Data processing is done namely
validity test, reliability test, descriptive test, hypothesis test, t test, f test. Data collection method is done
through interviews and questionnaires. Data were analyzed by path analysis through the SPSS program. The
result showed that consumer’s internal factors did not significantly influence the preferences of Male's
Makeup Artists in Bandung. Therefore, Male’s Makeup Artists need to increase their attractiveness to
potential customers who can generate interest in using their services.
Description
Keywords
Consumer’s Internal Factors, Brand Image, Preferences