Brand Image and Consumer Internal Factors in Determining Preferences of Male's Make-Up Artist in Bandung

Authors

  • Gina Apryani Nurunnisha* , Thifany Dea Pratiwi

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.

Published

2020-10-16

Issue

Section

Articles