INTENSI KONSUMEN REMAJA KLINIK KECANTIKAN DI MAGELANG DALAM PENGGUNAAN OBAT JERAWAT: KAJIAN BERDASARKAN THEORY PLANNED BEHAVIOR

Abstract

Indonesia is one of the cosmetic markets, especially in terms of treating acne or acne vulgaris which is the biggest problem for teenagers. This study was conducted to determine the effect of attitudes, subjective norms and perceived behavioral control on the intention of adolescent consumers in using acne medication at the Magelang City Beauty Clinic. Respondents in the study were adolescents with an age range of 15-25 years, willing to fill out the questionnaire by signing an informed consent. The questionnaire used a model from the Theory of Planned Behavior structure that had been developed previously. The data analysis technique was PLS-SEM. The results showed that the variables of attitude and subjective norms did not affect the intention of adolescent consumers in using acne medication at the Beauty Clinic. Perceived behavioral control influenced the intention of adolescent consumers in using acne medication at the Magelang City Beauty Clinic