The Influence of Social and Emotional Motives on Skincare Purchasing Decisions: Evidence from Young Consumers of Labella

Regina Putri; Muhamad Stiadi; Fitri kumalasari

doi:10.30640/trending.v4i2.6241

Authors

Regina Putri Universitas Sembilanbelas November Kolaka
Muhamad Stiadi Universitas Sembilanbelas November kolaka
Fitri kumalasari Universitas Sembilanbelas November kolaka

DOI:

https://doi.org/10.30640/trending.v4i2.6241

Keywords:

Emotional Motives, Purchasing Decision, Social Motives, Skincare, Young Consumers

Abstract

This study aims to analyze the influence of social motives and emotional motives on purchasing decisions for Labella skincare products among young consumers in Mowewe District, East Kolaka Regency. The study is grounded in the increasing consumption of skincare products among young consumers, where purchasing behavior is not only based on functional product benefits but is also influenced by social encouragement, self-image, confidence, and emotional experience. This research employed a quantitative approach with a causal-associative design. The sample consisted of 120 respondents selected through purposive sampling, with the criteria that they had purchased or were currently using Labella skincare products, resided in Mowewe District, and were aged between 17 and 44 years. Primary data were collected through a Likert-scale questionnaire, while secondary data were obtained from relevant literature and supporting documents. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that social motives have a positive and significant effect on purchasing decisions, with a path coefficient of 0.665, a t-value of 9.170, and a p-value of 0.000. Emotional motives also have a positive and significant effect on purchasing decisions, with a path coefficient of 0.155, a t-value of 2.399, and a p-value of 0.000. These findings reveal that purchasing decisions for Labella skincare products are more strongly influenced by social motives, such as peer recommendations, reference group influence, environmental trends, and the need for social acceptance. Meanwhile, emotional aspects such as confidence, pride, pleasure, and the desire to appear attractive also contribute to shaping purchasing decisions. This study strengthens the understanding that skincare consumption among young consumers is not merely rational, but is also shaped by social meaning and emotional experience.

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