| Summary: | This paper aimed to see if men purchase of cosmetics influenced
negatively by societal beliefs about men�s grooming products, and to see if men
purchase of cosmetics influenced positively by lifestyle.
Data collected using questionnaires to 100 respondents using nonprobability
purposive sampling. The respondents were in the age between 20
years old and 44 years old, college students or above who lived in the city area of
Yogyakarta.
Using multiple regression analysis, this research found that societal beliefs
and lifestyle simultaneously affected men purchase of cosmetics. The partial
contribution of societal beliefs and lifestyle could be checked relied on the t-value,
and found that societal beliefs has a significant negative influence on men
purchase of cosmetics while lifestyle has significant positive effect on men
purchase of cosmetics.
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