The Influence of Motivation, Trust, and Attitude on the Purchase Decision of Emina Cosmetic Products in Lhokseumawe City
Main Article Content
widia sari
M Subhan
mohd haikal
Halida Bahri
Purpose – This study aims to analyze the influence of motivation, trust, and attitude on purchasing decisions of Emina cosmetic products among adolescents in Lhokseumawe.
Design/methodology/approach – This research uses a quantitative method with multiple linear regression analysis. Data were collected from 100 respondents consisting of adolescents aged 10–24 years in the city of Lhokseumawe. Data processing was conducted using SPSS version 25.
Findings – The results show that: (1) motivation has a positive and significant effect on purchasing decisions, driven by the appeal of promotions and the need for cosmetics that reflect self-identity; (2) trust significantly affects purchasing decisions, particularly concerning product quality and guarantees of halal certification; (3) attitude also has a positive and significant effect, formed by positive experiences and attractive product design. Overall, motivation, trust, and attitude simultaneously strengthen the purchasing decisions of Emina cosmetic products.
Research limitations/implications – This study is limited to adolescent respondents in the city of Lhokseumawe and uses a quantitative approach. Future research is recommended to include a wider geographic area and add other variables to obtain more comprehensive insights into consumer behavior.
Practical implications – The findings indicate that cosmetic companies should improve their promotional strategies, maintain product quality and safety, and build positive consumer experiences to enhance purchasing decisions among adolescents.
Originality/value – This study provides empirical evidence regarding the role of psychological factors—motivation, trust, and attitude—in influencing purchasing decisions, particularly in the context of local cosmetic products among adolescents in Lhokseumawe.
