The Influence of Consumer Psychological Factors on the Purchase of Beauty Products (Skincare)

Abstract

This research aims to analyze the influence of consumer psychological factors on the purchase decisions of beauty products, specifically skincare. Psychological factors such as motivation, perception, attitudes, beliefs, emotions, and social media influence are considered to play a significant role in shaping consumer behavior. The method used is descriptive narrative, by collecting and analyzing relevant journals published in the last 5 years using Google Scholar. The study results indicate that motivation and perception are the most influential psychological factors, while attitudes and beliefs serve as supporting factors. Additionally, the influence of emotions and social media has emerged as a new psychological aspect. In conclusion, the decision to purchase skincare products is not only driven by functional needs, but also by emotional factors, social perception, and digital influence.