Pengaruh Gaya Hidup dan Nilai terhadap Minat Beli Produk Day Cream Rumput Laut

Abstract

Seaweed processing in Indonesia is still not optimal. Seaweed can be processed into food and non-food products. One of the product is seaweed day cream. The purpose of this study was to determine the effect of lifestyle and value on intention to buy seaweed day cream. This study used cross-sectional study by testing 92 women chosen by convenience technique. Lifestyle in this study was divided into three clusters, namely ordinary minded, socially minded, and fashionable minded. Security, self-respect, and self-fulfillment value adopted by respondents were classified as medium category. Most of respondents were not willing to buy seaweed day cream product. Age and security value were proved correlate with intention to buy and influence it.