2022•The Management Journal of BinaniagaOpen access

Consequences of Physical Attractiveness

Nabila Maghfiroh, Sri Dewi Yuningsih, Fatik Rahayu

Abstract

The purpose of this research is to analyze the positive effect of Physical Attractiveness on Trustworthiness and Perceived Expertise and analyze Trustworthiness and Perceived Expertise have a positive effect on Purchase Intention. The sampling technique in this research uses "purposive sampling" with the criteria that respondents are individuals who use local skincare products. This research uses primary data obtained through the distribution of questionnaires distributed to 200 respondents. The results of this research indicate that there is a positive effect of Physical Attractiveness on Trustworthiness and Perceived Expertise. And there is a positive effect of Physical Attractiveness and Trustworthiness on Purchase Intention.

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Key concepts: Attractiveness, Nonprobability sampling, Trustworthiness, Physical attractiveness, Psychology, Social psychology, Survey research, Sampling (signal processing)