Perilaku Konsumen dalam Keputusan Pembelian di Kota Medan (Studi Kasus pada Konsumen Skincare Skintific)

Abstract

This thesis is titled Consumer Behavior in Purchasing Decision Making in Medan City (Case Study on Skintific Skincare Consumers). This study aims to understand consumer behavior in the purchase decision-making process for Skintific 5x Ceramide Barrier Repair Cream in Medan City and to identify the main factors that influence consumers during this decision-making process. The method used is descriptive qualitative with a consumer behavior theory approach and data collection techniques through structured interviews and participatory observations. This research involved three informants and two triangulation informants. Informants were selected using purposive sampling techniques. The results show that consumers go through five stages of the purchase decision according to Kotler and Keller, starting from problem recognition due to damaged skin conditions, to post- purchase behavior which is determined by satisfaction. Consumers are motivated by physiological needs and a sense of security (Maslow), and are based on information searches through social media and testimonials from other users. The evaluation process is semi-rational, taking into account product content, reviews, and price. Purchasing decisions are more influenced by word of mouth than by advertisements, and real experiences after purchase play a crucial role in forming loyalty. Cultural, social, personal, and psychological factors have also been shown to drive consumer purchasing decisions.