Jurnal Poliprofesi, Volume: XI No. 1, Juli 2017

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This aim of this research is to investigate the influence of self-monitoring toward the process of purchase decision making of skin whitening products among the women. Correlational research results show there is a positive effect of self-monitoring toward the process of purchase decision making of skin whitening products among the women. The higher the self-monitoring, the process of purchase decision making increasingly extended. The results of additional research in the form of multiple regression analysis with backward method show that among the three aspects of self-monitoring, social aspects of stage presence has the greatest influence on the purchase decision-making process of skin whitening cosmetic products in women compared to two other aspects

Kata Kunci: self-monitoring, the process of purchase decision making, skin whitening products

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