The Influence of Lifestyle on Purchase Decision among Scarlett Whitening Product Users
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Abstract
The rapid growth of the beauty and skincare industry has increased competition among cosmetic brands and encouraged consumers to become more selective in choosing products that fit their preferences and lifestyle. Scarlett Whitening, one of Indonesia’s local skincare brands, has experienced a declining sales trend despite maintaining a strong presence in the beauty market. This condition highlights the importance of understanding consumer characteristics, particularly lifestyle, in shaping purchase decisions. This study aims to examine the influence of lifestyle on purchase decisions among Scarlett Whitening product users. A quantitative approach with a descriptive and verificative design was employed. Data were collected through questionnaires distributed to Scarlett Whitening users selected using purposive sampling. Lifestyle was measured through Activities, Interests, and Opinions, while Purchase Decision was assessed through Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Behavior. Data were analyzed using descriptive analysis and simple linear regression. The findings show that consumers generally demonstrate a high level of lifestyle orientation toward self-care and beauty trends, as well as a strong tendency to purchase Scarlett Whitening products. Lifestyle was found to have a positive and significant influence on purchase decisions. Consumers who are more engaged in self-care activities, interested in beauty trends, and concerned with appearance tend to show stronger purchase decisions toward Scarlett Whitening. These findings indicate that lifestyle represents an important psychographic factor in understanding consumer behavior in the skincare market. The study suggests that Scarlett Whitening should strengthen lifestyle-based marketing strategies by aligning product communication with consumers’ self-care routines, beauty interests, and perceptions of appearance.
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