The Role of Variety-Seeking Buying Behavior in Shaping Hedonic and Utilitarian Value in Cosmetics

In recent years, cosmetics are inevitably the primary needs of everyone, especially women. Cosmetics are basically used to enhance beauty, alter attractiveness and not to mention, boost confidence and get better treatment in social interactions. Women try different cosmetic products to see which ones give a better modification to their facial appearance. Several factors were taken into consideration by women in buying cosmetic products, followed by their motivations behind their purchase decision. This quantitative study examines how satisfaction in cosmetics shopping can be attained through Effects on the hedonic and useful value of purchasing behavior in the search for variety. The data collection method used a non-probabilistic sampling technique with a sampling method, according to its convenience. The study of the Structural Equations Model was carried out using the Smart PLS 3.0, carried out on 100 surveyed women who bought cosmetics. According to this study, the purchasing behavior to search for the variety has significant effects on both hedonic value and availability. According to the result, the purchasing behavior in search of the variety has a positive impact on the hedonic value. In addition, a negative relationship is observed between purchasing behavior and useful value for the search for the variety. The results also showed that hedonic and useful values have a significantly positive impact influence on satisfaction.