ANALISIS PENGARUH GAYA HIDUP WANITA MODERN TERHADAP PERMINTAAN KONSUMSI KOSMETIK DI KOTA SURAKARTA

Kusdiyanto Kusdiyanto(1*)

(1) Program Studi Manajemen dan Bisnis FEB UMS
(*) Corresponding Author

Abstract

This study aims to examine the significant influence of women’s style on the demand of
cosmetic consumption in Surakarta. The frequency of cosmetic consumption in terms of its kinds
and price significantly influences the demand of cosmetic consumption, Thus, it was confirmed. In
partial (r
), the price of cosmetics is the most dominant variable in determining the demand of
cosmetics. Every a 1 % price increase could raise the cosmetic consumption of 0.891 (inferior
goods), but it’s kind could raise the cosmetic consumption of 0.753, and its frequency could raise
the cosmetic consumption of 0.188. Through autocorrelation, multicollinearity, and
heteroscedasticity test, the result of this study showed that there was no real difference. The
influencing model of frequency of cosmetic consumption in terms of its kind and price on the
demand of cosmetic in double regression equation could be used the significant influence if
independent variables on its dependent.

Keywords

frequency of cosmetic consumption, kind of cosmetics, price of cosmetic, demand of cosmetic consumption.

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DOI: 10.23917/benefit.v9i1.1205

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