Hubungan Persepsi Risiko dengan Perilaku Membeli Skincare pada Mahasiswi Fakultas Kedokteran Universitas Lambung Mangkurat di Banjarbaru
Abstract
Perilaku membeli di kalangan perempuan dewasa awal yang berada di perguruan tinggi saat ini semakin sering diamati. Adanya keinginan untuk tampak lebih menarik dalam pergaulan sosial ditambah dengan meningkatnya usaha pemasaran dari industri komestik yang intens membuat pembelian produk perawatan kulit meningkat di antara mahasiswi. Akan tetapi, pertimbangan dalam pemilihan dan pembelian tersebut tidak disertai dengan pemahaman atas risiko yang mungkin ditimbulkan oleh kosmetik yang berada di pasar, yang mungkin akan menghaslkan efek negatif pada penampilan penggunanya. Penelitian ini bertujuan untuk mengetahui hubungan persepsi risiko dengan perilaku membeli pada mahasiswi pengguna skincare. Hipotesis dalam penelitian ini adalah ada hubungan antara persepsi risiko dengan perilaku membeli skincare pada mahasiswi Fakultas Kedokteran Universitas Lambung Mangkurat di Banjarbaru. Teknik pengambilan sampel yang digunakan adalah accidental sampling dengan subjek penelitian adalah mahasiswi Fakultas Kedokteran Universitas Lambung Mangkurat di Banjarbaru. Analisis penelitian menggunakan metode Pearson product moment correlation dengan instrumen penelitian yaitu skala perilaku membeli dan skala persepsi risiko. Hasil penelitian menemukan adanya tidak ada hubungan yang signifikan antara persepsi risiko dan perilaku membeli skincare pada mahasiswi Fakultas Kedokteran Universitas Lambung Mangkurat di Banjarbaru.
Kata kunci: Persepsi risiko, Perilaku membeli, Produk skincare, Mahasiswi.
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DOI: https://doi.org/10.20527/kognisia.2022.04.006
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