Email this article 
Analyzing Gender-Related Factors Toward the Purchase Intention of Male Skincare Products in Indonesia
Abstract
Male skincare products are growing in Indonesia along with the metrosexual phenomenon. However, Indonesian culture is not completely ready for metrosexual behavior and more Indonesian men do not identify themselves as metrosexuals, and yet still use skincare, at least facial wash. This study seeks to investigate gender-related constructs influencing the purchase intention of male skincare products. The exogenous variables in this research are the need for product gender congruence, purchase secrecy, and product attributes (focusing on packaging design and the “For Men” label only). 112 respondents who meet the criteria of 17 years and above, use skincare – at least facial wash, and care for their appearance but do not associate themselves with metrosexuals, are included in the analysis. PLS-SEM is employed in this study and the results support all the hypotheses tested.
Keywords
Full Text:
PDFReferences
Adam, M.R.R., 2017. Factors affecting the consumption of grooming products by metrosexual men in Jakarta, Indonesia. In: A. Kuncoro, Viverita, S.R.H. Hati and D.A. Chalid, eds. Enhancing Business Stability Through Collaboration. Lombok, Indonesia: CRC Press. pp.355–380. https://doi.org/10.1201/9781315165417-29.
Ajzen, I., 1991. The Theory of Planned Behavior. Organizational Behavior and Human Decision processes, 50(2), pp.179–211.
Badan Pusat Statistik, 2020. Number of Population Results SP2020 by Region and Gender (People), 2020. [online] Available at: [Accessed 19 September 2022].
Boon, L.K., Fern, Y.S. and Chee, L.H., 2020. Generation Y’s Purchase Intention towards Natural Skincare Products: A PLS-SEM Analysis. Global Business and Management Research: An International Journal, 12(1), pp.61–77.
Boutkaska, P.T., 2019. The influence of extrinsic and intrinsic motivations on the use of facial skin-care for males in Bangkok. ABAC Journal, 39(4), pp.50–69.
Bristol, T. and Mangleburg, T.F., 2005. Not telling the whole story: Teen deception in purchasing. Journal of the Academy of Marketing Science, 33(1), pp.79–95. https://doi.org/10.1177/0092070304269754.
Bruner, G.C.I., 2009. Gordon C. Bruner II. 5th ed. Ft. Worth, TX: GCBII Productions, LLC.
Byrne, A. and Milestone, K., 2022. ‘He wouldn’t be seen using it…’ Men’s use of male grooming products as a form of invisible consumption. Journal of Consumer Culture. https://doi.org/10.1177/14695405211066314.
Byrne, A., Milestone, K. and Miles, S., 2018. Men’s consumption of skincare articulated as a form of Looking- Glass Capital. In: 6th International Conference on Contemporary Marketing Issues (ICCMI): June 27-29, 2018, Athens, Greece. [online] pp.60–68. Available at: .
Byrne, A., & Milestone, K. (2023). ‘He wouldn’t be seen using it…’Men’s use of male grooming products as a form of invisible consumption. Journal of Consumer Culture, 23(1), 146-167.
Fugate, D.L. and Phillips, J., 2010. Product gender perceptions and antecedents of product gender congruence. Journal of Consumer Marketing, 27(3), pp.251–261. https://doi.org/10.1108/07363761011038329.
Gal, D. and Wilkie, J., 2010. Real Men Don’t Eat Quiche: Regulation of Gender-Expressive Choices by Men. Social Psychological and Personality Science, 1(4), pp.291–301. https://doi.org/10.1177/1948550610365003.
Gill, R., Henwood, K. and McLean, C., 2005. Body Projects and the Regulation of Normative Masculinity. Body & Society, 11(1), pp.37–62. https://doi.org/http://dx.doi.org/10.1177/1357034X05049849.
Goodwin, C., 1992. A Conceptualization of Motives to Seek Privacy for Nondeviant Consumption. Journal of Consumer Psychology, 1(3), pp.261–284. https://doi.org/10.1016/S1057-7408(08)80039-3.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E., 2019a. Multivariate Data Analysis. Eight ed. Cengage, Cengage Learning.
Hair, J.F., Hult, G.T.M., Ringle, C.M. and Sarstedt, M., 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd ed. Sage. Thousand Oaks, California.
Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M., 2019b. When to use and how to report the results of PLS-SEM. European Business Review, 31(1), pp.2–24. https://doi.org/10.1108/EBR-11-2018-0203.
Hall, M., 2015. Metrosexual Masculinities. Palgrave Macmillan. https://doi.org/10.1057/9781137404749.
Hall, M., Gough, B. and Seymour-Smith, S., 2013. Stake Management in Men’s Online Cosmetics Testimonials. Psychology and Marketing, 30(3), pp.227–235. https://doi.org/10.1002/mar.20600.
Herdiyanti, N. and Titus, A., 2013. Research on Market Trends and Consumer Behavior in Male Grooming Products ( Especially Face Cleanser Category ) in Indonesia. the Indonesian Journal of Business Administration, 2(6), pp.663–671.
Irawan, V. and Widjaja, A.W., 2011. Pengembangan Model Perilaku Konsumen Pria Dalam Membeli Produk Perawatan Kulit (Skin Care) Di Indonesia. ULTIMA Management, 3(1), pp.16–30. https://doi.org/10.31937/manajemen.v3i1.173.
Juliarty, D.A., 2019. Perilaku Konsumsi Produk Kosmetik Di Kalangan Mahasiswa Laki-laki UNSOED. Jurnal Interaksi, 3(12), pp.85–94.
Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ahmad Ghauri, T. and Ghazanfar, S., 2017. Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers. Cogent Business and Management, [online] 4(1). https://doi.org/10.1080/23311975.2017.1309783.
Kimmel, M.S., 2013. Masculinity as homophobia: Fear, shame, and silence in the construction of gender identity. In: Toward a new psychology of gender. Routledge. pp.223–242.
Lee, J. and Nguyen, M.J., 2017. Product attributes and preference for foreign brands among Vietnamese consumers. Journal of Retailing and Consumer Services, [online] 35(February 2016), pp.76–83. https://doi.org/10.1016/j.jretconser.2016.12.001.
Lee, W.I., Cheng, S.Y. and Shih, Y.T., 2017. Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, [online] 22(4), pp.223–229. https://doi.org/10.1016/j.apmrv.2017.07.007.
Mamun, A. Al, Nawi, N.C., Hayat, N. and Zainol, N.R.B., 2020. Predicting the purchase intention and behaviour towards green skincare products among Malaysian consumers. Sustainability (Switzerland), 12(24), pp.1–18. https://doi.org/10.3390/su122410663.
McNeill, L.S. and Douglas, K., 2011. Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand. Journal of Retailing and Consumer Services, [online] 18(5), pp.448–454. https://doi.org/10.1016/j.jretconser.2011.06.009.
Mhlophe, B., 2016. Consumer Purchase Intentions towards Organic Food: Insights from South Africa. Business & Social Sciences Journal (BSSJ), 1(1), pp.1–32. https://doi.org/10.26831/bssj.2016.1.1.1-32.
Moungkhem, C. and Surakiatpinyo, J., 2010. A Study of Factors Affecting on Men ’ s Skin Care Products Purchasing , Particularly in Karlstad , Sweden.
Munasinghe, C., Gunaratne, C., Chandrasiri, H. and Gunatilake, L., 2020. Celebrity Endorsement and its Effect on Purchase Intention with Reference to Skincare Products in Sri Lanka. 13th International Research Conference.
Mustaqim, M., Fahmi, M. H., & Setiyaningsih, L. A. (2020). Intensitas, kualitas, derajat relevansi supervisi akademik dalam meningkatkan kinerja guru madrasah di era teknologi komunikasi. Tadbir Jurnal Studi manajemen Pendidikan, 4(2), 233-254.
Neale, L., Robbie, R. and Martin, B., 2016. Gender identity and brand incongruence: when in doubt, pursue masculinity. Journal of Strategic Marketing, 24(5), pp.347–359. https://doi.org/10.1080/0965254X.2015.1011203.
Puspasari, C.M.A. and Aprilianty, F., 2019. Factors Affecting Consumer Purchase Behavior Towards Men Skincare Products in Indonesia. School of Business and Management, Institut Teknologi Bandung, Indonesia, [online] (August), pp.7–9. Available at: .
Putranto, T.D., Suyanto, B. and Ariadi, S., 2022. Digital marketing communication of skincare products to develop men’s consumptive behaviour. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 6(1), pp.199–212. https://doi.org/10.25139/jsk.v6i1.4346.
Ridwan, A., Maulina, E. and Chan, A., 2017. Comparisons of Factors that Influence Male Consumer Behavior in Purchasing Skin Care Products (Case Study: Men from Suwon City, South Korea and Bandung , Indonesia ). Review of Integrative Business and Economics Research, 6(1), pp.176–183.
Sanny, L., Arina, A.N., Maulidya, R.T. and Pertiwi, R.P., 2020. Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, pp.2139–2146. https://doi.org/10.5267/j.msl.2020.3.023.
Sarstedt, M., Hair, J.F., Pick, M., Liengaard, B.D., Radomir, L. and Ringle, C.M., 2022. Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), pp.1035–1064. https://doi.org/10.1002/mar.21640.
Sekaran, U. and Bougie, R., 2016. Research Methods for Business - A Skill-Building Approach. Seventh ed. John Wiley & Sons.
Setiyaningsih, L. A., & Jatmikowati, S. H. (2019). Media Baru Dalam Komodifikasi Waktu Luang Ibu Rumah Tangga. ETTISAL: Journal of Communication, 4(1).
Setiyaningsih, L. A. (2020). Media panics ibu rumah tangga setelah mengakses berita covid-19. Jurnal Nomosleca, 6(2).
Sharma, A. and Foropon, C., 2019. Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), pp.1018–1042. https://doi.org/10.1108/MD-10-2018-1092.
Sirgy, M.J., 1982. Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(3), p.287. https://doi.org/10.1086/208924.
Sirgy, M.J., 2015. The Self-Concept in Relation to Product Preference and Purchase Intention. In: Marketing Horizons: A 1980’s Perspective. pp.350–354. https://doi.org/10.1007/978-3-319-10966-4_94.
Statista, 2021. Beauty & Personal Care. [online] Available at: [Accessed 19 September 2022].
Sukato, N. and Elsey, B., 2009. A model of male consumer behaviour in buying skin care products in Thailand. ABAC Journal, [online] 29(1), pp.39–52. Available at: .
Topoyan, M. and Bulut, Z.A., 2008. Packaging Value of Cosmetics Products: An Insight from the View Point of Consumers EWOM on Gen X and Y View project Assessing and Changing Adults’ Behavior on Sustainable Consumption of Food View project. In: ICOVACS. [online] Available at: .
Worldometer, 2020. Indonesia Population. [online] Worldometer. Available at: [Accessed 28 July 2022].
Zhou, Y. and Niyomsilp, E., 2021. Male Cosmetics Purchasing Behavior in China. ACADEMIC JOURNAL BANGKOKTHONBURI UNIVERSITY 10, no. 1 (2021). Academic Journal Bangkokthonburi University, 10(1), pp.85–98.
DOI: https://doi.org/10.26905/nomosleca.v9i1.9333
Refbacks
- There are currently no refbacks.
Editorial Office
Jurnal Nomosleca
Faculty of Social and Political Science University of Merdeka Malang
© 2020 {Jurnal Nomosleca}, All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License. Licensed under |
