Analysis of the influence of inflation on consumer purchase interest at the Ansha Aesthetic Beauty Clinic

https://doi.org/10.35912/ahrmr.v5i3.3151
Published: Sep 30, 2025

Abstract:

Purpose: This study aims to determine the effect of perceptions of inflation on consumer purchasing interest in beauty services at the Ansha Aesthetic Clinic. This study was conducted to answer the question of whether inflation affects consumer decisions in using aesthetic services.

Methodology: This study was conducted at Ansha Aesthetic Clinic, Jakarta, using a quantitative approach with a survey method. The data collection instrument was a questionnaire distributed to 50 respondents who were active and potential consumers of the clinic. The analysis method used was simple linear regression with the help of IBM SPSS Statistics software version 26.

Results: The results of the study indicate that perceptions of inflation have a positive and significant effect on consumer purchasing interest. The R Square value of 0.689 indicates that 68.9% of the variation in consumer purchasing interest can be explained by perceptions of inflation. The t-test produces a significant value (p <0.05), which confirms that the effect is statistically significant. This finding provides novel evidence that inflation is not merely a macroeconomic concern but also a direct psychological driver of consumer behavior.

Conclusions: The study concludes inflation doesn’t always reduce purchasing interest; middle-upper consumers maintain strong demand for aesthetic services despite price pressures.

Limitations: This study at one Jakarta beauty clinic with limited respondents requires cautious generalization due to restricted scope and sample size.

Contribution: This study highlights consumer behavior under economic pressure, offering insights for beauty industry, service marketers, and marketing researchers.

Keywords:
1. Consumer Behavior
2. Inflation
3. Income Service Marketing
4. Purchase Interest
Authors:
1 . Diah Ayuning Novianti
Paramadina University, Jakarta, Indonesia
2 . Bagus Bimma Priyambada
Paramadina University, Jakarta, Indonesia
3 . Nicko Albart
Paramadina University, Jakarta, Indonesia
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How to Cite
Novianti, D. A., Priyambada, B. B., & Albart, N. (2025). Analysis of the influence of inflation on consumer purchase interest at the Ansha Aesthetic Beauty Clinic. Annals of Human Resource Management Research, 5(3), 373–385. https://doi.org/10.35912/ahrmr.v5i3.3151
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Issue & Section
Vol. 5 No. 3 (2025): September
Articles
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References

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    Ariffin, S., Mohan, T., & Goh, Y.N. . (2018). Influence of perceived value on consumer purchase intention: The moderating role of price sensitivity. Asia Pacific Journal of Marketing, 30(4), 400–418. doi:https://doi.org/10.1108/APJML-07-2017-0131

    Arora, A., & Chouksey, P. (2025). Impact of Inflation on Cosmetic Buying Behavior in Indore and Bhopal. International Journal For Multidisciplinary Research, 7(4), 1-7. doi:https://doi.org/10.36948/ijfmr.2025.v07i04.52365

    Bay, C. C., Wirth, P. J., Shaffrey, E. C., Thornton, S. M., & Rao, V. K. (2024). A 16-Year Analysis of Aesthetic Surgery Volume and Its Association With US Economic Performance. Aesthetic Surgery Journal Open Forum, 6, 1-11. doi:https://doi.org/10.1093/asjof/ojae019

    Berlo, Z. M. C. v., Reijmersdal, E. A. v., & Rozendaal, E. (2020). Adolescents and Handheld Advertising: The Roles of Brand Familiarity and Smartphone Attachment in the Processing of Mobile Advergames. Journal of Consumer Behaviour, 19(5), 438-449. doi:https://doi.org/10.1002/cb.1822

    Dewi, M. K., & Praswati, A. N. (2024). The Mediating Role of Customer Trust in the Effect of Service Quality and Customer Perceived Value on Customer Satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 129-140. doi:https://doi.org/10.37641/jimkes.v12i1.2396

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    Endi, A. C., Fanggidae, R. E., & Ndoen, W. M. (2023). The effect of religiosity and spirituality on financial behavior district. Journal of Multidisciplinary Academic and Practice Studies, 1(1), 45-53. doi:https://doi.org/10.35912/jomaps.v1i1.1455

    Fu, J.-R. (2020). Social influence in the digital age: Exploring normative and informational impacts. Journal of Behavioral Research, 18(3), 325–340. doi:https://doi.org/10.1016/j.jbr.2020.06.007

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    Ma, Y., & Kwon, K. H. (2021). Changes in Purchasing Patterns in the Beauty Market due to Post–COVID?19: Literature Review. Journal of Cosmetic Dermatology, 20(10), 3074-3079. doi:https://doi.org/10.1111/jocd.14357

    Mankiw, N. G. (1998). Principles of Microeconomics. Orlando: The Dryden Press.

    Mennekes, T., & Schramm-Klein, H. (2025). Effects of Crisis-Induced Inflation on Purchasing and Consumer Behavior in Germany. Journal of Retailing and Consumer Services, 85, 1-11. doi:https://doi.org/10.1016/j.jretconser.2025.104295

    Putra, M. F., Ahadiyat, A., & Keumalahayati, K. (2023). The influence of leadership style on performance with motivation as mediation (study on employees of Metro City Trade Services during pandemi). Journal of Multidisciplinary Academic and Practice Studies, 1(1), 15-27. doi:https://doi.org/10.35912/jomaps.v1i1.1536

    Rahu, K. Y. d., Neolaka, M. N. B. C., & Djaha, A. S. A. (2023). Personnel management information system in order to create up-to-date and integrated personel data and information in the personnel and human resources agency in malaka regency. Journal of Multidisciplinary Academic and Practice Studies, 1(1), 55-70. doi:https://doi.org/10.35912/jomaps.v1i1.1449

    Setiawan, M., Widjojo, R., & Purnama Alamsyah, D. (2024). Consumers’ Reasonings for Intention to Purchase Natural Personal Care Products in Indonesian Market. Cogent Business & Management, 11(1), 1-16. doi:https://doi.org/10.1080/23311975.2023.2289205

    Strijbosch, W., Mitas, O., van Blaricum, T., Vugts, O., Govers, C., Hover, M., . . . Bastiaansen, M. (2021). When the Parts of the Sum are Greater Than the Whole: Assessing the Peak-and-End-Theory for a Heterogeneous, Multi-Episodic Tourism Experience. Journal of Destination Marketing & Management, 20, 1-15. doi:https://doi.org/10.1016/j.jdmm.2021.100607

    Sugesti, E. (2025). The Role of Service Quality and Customer Experience in Shaping Word-of-Mouth: The Mediating Effect of Customer Satisfaction on Cosmetic Products in Indonesia. The Eastasouth Management and Business, 3, 507-520. doi:https://doi.org/10.58812/esmb.v3i03.576

    Sun, H., Dai, Y.-Y., Jeon, S.-S., Wang, H., Shi, X., Sun, L., & Wang, Y. (2024). The Impact of Brand Authenticity on Brand Attachment, Brand Loyalty, Willingness to Pay More, and Forgiveness-for Chinese Consumers of Korean Cosmetic Brands. Heliyon, 10(16), 1-15. doi:https://doi.org/10.1016/j.heliyon.2024.e36030

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    Uliyah, D., Cahyono, D., & Hermawan, H. (2025). Exploration of Factors That Influence Patients' Decisions in Choosing A Beauty Clinic: A Grounded Theory Approach. Sentralisasi, 14, 175-215. doi:https://doi.org/10.33506/sl.v14i3.4594

    Wang, X., Sung, B., & Phau, I. (2024). Examining the mediating role of consumer desire for luxury: Can perceived sustainability and natural rarity evoke willingness to pay more? Journal of International Consumer Marketing, 36(4), 301-319. doi:https://doi.org/10.1080/08961530.2024.2333756

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  2. Ariffin, S., Mohan, T., & Goh, Y.N. . (2018). Influence of perceived value on consumer purchase intention: The moderating role of price sensitivity. Asia Pacific Journal of Marketing, 30(4), 400–418. doi:https://doi.org/10.1108/APJML-07-2017-0131
  3. Arora, A., & Chouksey, P. (2025). Impact of Inflation on Cosmetic Buying Behavior in Indore and Bhopal. International Journal For Multidisciplinary Research, 7(4), 1-7. doi:https://doi.org/10.36948/ijfmr.2025.v07i04.52365
  4. Bay, C. C., Wirth, P. J., Shaffrey, E. C., Thornton, S. M., & Rao, V. K. (2024). A 16-Year Analysis of Aesthetic Surgery Volume and Its Association With US Economic Performance. Aesthetic Surgery Journal Open Forum, 6, 1-11. doi:https://doi.org/10.1093/asjof/ojae019
  5. Berlo, Z. M. C. v., Reijmersdal, E. A. v., & Rozendaal, E. (2020). Adolescents and Handheld Advertising: The Roles of Brand Familiarity and Smartphone Attachment in the Processing of Mobile Advergames. Journal of Consumer Behaviour, 19(5), 438-449. doi:https://doi.org/10.1002/cb.1822
  6. Dewi, M. K., & Praswati, A. N. (2024). The Mediating Role of Customer Trust in the Effect of Service Quality and Customer Perceived Value on Customer Satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 129-140. doi:https://doi.org/10.37641/jimkes.v12i1.2396
  7. Dubois, D., Jung, S., & Ordabayeva, N. (2021). The psychology of luxury consumption. Current Opinion in Psychology, 39, 82-87. doi:https://doi.org/10.1016/j.copsyc.2020.07.011
  8. Endi, A. C., Fanggidae, R. E., & Ndoen, W. M. (2023). The effect of religiosity and spirituality on financial behavior district. Journal of Multidisciplinary Academic and Practice Studies, 1(1), 45-53. doi:https://doi.org/10.35912/jomaps.v1i1.1455
  9. Fu, J.-R. (2020). Social influence in the digital age: Exploring normative and informational impacts. Journal of Behavioral Research, 18(3), 325–340. doi:https://doi.org/10.1016/j.jbr.2020.06.007
  10. Gajanova, L., Nadanyiova, M., & Moravcikova, D. (2019). The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty. Scientific Annals of Economics and Business, 66(1), 65-84. doi:https://doi.org/10.2478/saeb-2019-0005
  11. Guilermo, S. (2024). The Role of Brand Recall on Brand Performance of Beauty Products. Journal of Current Research in Business and Economics, 3(1), 1554-1595.
  12. Gunter, B. (2024). The Psychology of Binge Watching TV. London: Routledge.
  13. Huang, M.-H., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of service research, 21(2), 155-172. doi:https://doi.org/10.1177/1094670517752459
  14. Huang, Y., Chen, X., & Liu, J. . (2022). Brand loyalty as a buffer against inflation: Evidence from service sectors. Service Business Review, 11(1), 55–70. doi:https://doi.org/10.1108/SBR-07-2021-0083
  15. Jham, V., & Malhotra, G. (2019). Relationship between Ethics and Buying: A Study of the Beauty and Healthcare Sector in the Middle East. International Journal of Services Technology and Management, 25(1), 36-52. doi:https://doi.org/10.1504/IJSTM.2019.096611
  16. Kim, D. Y., & Kim, S. Y. (2023). Investigating the Effect of Customer-Generated Content on Performance in Online Platform-Based Experience Goods Market. Journal of Retailing and Consumer Services, 74. doi:https://doi.org/10.1016/j.jretconser.2023.103409
  17. Latunusa, P. M., Timuneno, T., & Fanggidae, R. E. (2023). The effect of multiple role conflict and work stress on the performance of women nurses during the covid-19 with coping stress as intervening variables (Study at SoE Regional General Hospital). Journal of Multidisciplinary Academic and Practice Studies, 1(1), 29-43. doi:https://doi.org/10.35912/jomaps.v1i1.1462
  18. Li, Y. (2023). Research on the Influence of ConsumerPsychological Motivation on Luxury Consumption Behavior. Advances in Economics, Management and Political Sciences, 9, 120-127. doi:https://doi.org/10.54254/2754-1169/9/20230365
  19. Liu, L.-L. (2021). Control Model for Cosmetic Service: Risk and Price Sensitivity. Journal of Revenue and Pricing Management, 20(5), 580-587. doi:https://doi.org/10.1057/s41272-021-00287-1
  20. Ma, C.-C., Ou, T.-C., Tsai, C.-M., & Chen, T.-H. (2025). Post-Purchase Behavioral Intention in Medical Aesthetic: The Role of Image, Perceived Value, and Satisfaction. Frontiers in public health, 12, 1-11. doi:https://doi.org/10.3389/fpubh.2024.1471496
  21. Ma, Y., & Kwon, K. H. (2021). Changes in Purchasing Patterns in the Beauty Market due to Post–COVID?19: Literature Review. Journal of Cosmetic Dermatology, 20(10), 3074-3079. doi:https://doi.org/10.1111/jocd.14357
  22. Mankiw, N. G. (1998). Principles of Microeconomics. Orlando: The Dryden Press.
  23. Mennekes, T., & Schramm-Klein, H. (2025). Effects of Crisis-Induced Inflation on Purchasing and Consumer Behavior in Germany. Journal of Retailing and Consumer Services, 85, 1-11. doi:https://doi.org/10.1016/j.jretconser.2025.104295
  24. Putra, M. F., Ahadiyat, A., & Keumalahayati, K. (2023). The influence of leadership style on performance with motivation as mediation (study on employees of Metro City Trade Services during pandemi). Journal of Multidisciplinary Academic and Practice Studies, 1(1), 15-27. doi:https://doi.org/10.35912/jomaps.v1i1.1536
  25. Rahu, K. Y. d., Neolaka, M. N. B. C., & Djaha, A. S. A. (2023). Personnel management information system in order to create up-to-date and integrated personel data and information in the personnel and human resources agency in malaka regency. Journal of Multidisciplinary Academic and Practice Studies, 1(1), 55-70. doi:https://doi.org/10.35912/jomaps.v1i1.1449
  26. Setiawan, M., Widjojo, R., & Purnama Alamsyah, D. (2024). Consumers’ Reasonings for Intention to Purchase Natural Personal Care Products in Indonesian Market. Cogent Business & Management, 11(1), 1-16. doi:https://doi.org/10.1080/23311975.2023.2289205
  27. Strijbosch, W., Mitas, O., van Blaricum, T., Vugts, O., Govers, C., Hover, M., . . . Bastiaansen, M. (2021). When the Parts of the Sum are Greater Than the Whole: Assessing the Peak-and-End-Theory for a Heterogeneous, Multi-Episodic Tourism Experience. Journal of Destination Marketing & Management, 20, 1-15. doi:https://doi.org/10.1016/j.jdmm.2021.100607
  28. Sugesti, E. (2025). The Role of Service Quality and Customer Experience in Shaping Word-of-Mouth: The Mediating Effect of Customer Satisfaction on Cosmetic Products in Indonesia. The Eastasouth Management and Business, 3, 507-520. doi:https://doi.org/10.58812/esmb.v3i03.576
  29. Sun, H., Dai, Y.-Y., Jeon, S.-S., Wang, H., Shi, X., Sun, L., & Wang, Y. (2024). The Impact of Brand Authenticity on Brand Attachment, Brand Loyalty, Willingness to Pay More, and Forgiveness-for Chinese Consumers of Korean Cosmetic Brands. Heliyon, 10(16), 1-15. doi:https://doi.org/10.1016/j.heliyon.2024.e36030
  30. Tiimub, B. M., Christophé, N., Atepre, B. A., Tiimob, R. W., Tiimob, G. L., Tiimob, E. N., . . . Agyenta, J. J. (2023). Crop production potential of reclaimed mine sites for sustainable livelihoods. Journal of Multidisciplinary Academic and Practice Studies, 1(1), 1-13. doi:https://doi.org/10.35912/jomaps.v1i1.1785
  31. Uliyah, D., Cahyono, D., & Hermawan, H. (2025). Exploration of Factors That Influence Patients' Decisions in Choosing A Beauty Clinic: A Grounded Theory Approach. Sentralisasi, 14, 175-215. doi:https://doi.org/10.33506/sl.v14i3.4594
  32. Wang, X., Sung, B., & Phau, I. (2024). Examining the mediating role of consumer desire for luxury: Can perceived sustainability and natural rarity evoke willingness to pay more? Journal of International Consumer Marketing, 36(4), 301-319. doi:https://doi.org/10.1080/08961530.2024.2333756