摘要：The women’s desire to be more beautiful in their appearance with clean and clear and white skin,thus it is supported by the emerged of facial whitening series. As many as these facial whitening series,the customers were facing certain directions I order to making decision of facial whitening series products. Purposes of this study are: first,to know what kind of factors that are related to customer’s consideration on buying the cosmetics product of facial whitening series. Second,to know the relationship among social groups,references group,family,attitude,motivation,and perception toward the decision of buying the cosmetics product of facial whitening series. Third,to know the dominant factor, this mostly has influenced customer on buying the cosmetics product of facial whitening series. The survey was done on August 2,2002 until October 15,2002. The respondents were university students who have used the cosmetics product of facial whitening series as far as nowadays. The data was collected by using purposive sampling methods and accidental sampling. Data were taken by using questionnaire. This paper using factors analysis and double regression analysis. There are 18 variables,they are: social level,income level,taste level,college friend experiences,neighbour experience,best friend experience,mother roles,womb sister,relatives,new brand,same brand,safety,trend or mode,trust,beauty, packaging,quality,and price. It is concluded that (1) there are 6 factors,which were considered by university students on buying the cosmetics product of facial whitening series. Those six factors are family and attitude,including safety,new brand,mother roles and womb sister;motivation,including mode and trust;references group,including taste level and social level;beauty factor,including safety and old brand. (2) The result of double regression showed that those six factors,they are family and attitude perception,motivation,references group,social level,and beauty factors simultaneously influenced the decision of buying the cosmetics product of facial whitening series. (3) Partially,the influenced factor toward the decision of buying the cosmetics product of facial whitening series is attitude and family (F),perception (F2),motivation (F3),and social level (F4). From those four factors,the dominant one is perception,and operationally it was shown by packaging (X16),quality (X17),and price (X18). Reminding how bigger the proportion or contribution of independent variables to dependent variable for 84.80% and still 15.20% independent variables which are not surveyed,thus for the future research,it is suggested to develop the variables widely,such as included the skin sensitivity or skin health,and so on..
其他摘要：Penelitian ini dilatar belakangi oleh keinginan wanita tampil lebih cantik dengan kulit yang putih dan bersih,sehingga muncul produk kosmetika pemutih wajah. Dengan munculnya banyak produk pemutih wajah ini maka konsumen dihadapkan pada berbagai faktor un
