Proceedings The Third International Conference on Economics, Business and Social Sciences (3rd ICEBUSS)

Abstract

Nu Skin Indonesia or PT, Nusa Selaras Indonesia is a Skincare company that sells equipment and products for skin as well as beauty. Nu Skin Indonesia is increasingly developing in Indonesia because of the superiority of the equipment and products that Nu Skin has created. Nu Skin in Malang Raya has grown through affiliate brands that try to promote Nu Skin products and businesses. Nu Skin has provided a profitable business opportunity without over-promotion to get rich quickly. However, Nu Skin always gives a message to affiliate brands to always work hard in building a business. Nu Skin or PT. Nusa Selaras Indonesia has joined the Indonesian Direct Selling Association (APLI). APLI is an organization that is a place of unity and unity for direct selling companies (Direct Selling / DS), including companies that run multi-level marketing (MLM) systems in Indonesia. This research is a descriptive study to identify consumer attitudes towards the attributes of Nu Skin Skincare products. The data required is primary data regarding the demographics of the respondents and the respondents' assessment of the attributes of the Nu Skin skincare products used by the respondents. The data used in this study are data derived from questionnaires distributed via Google forms to buyers of Nu Skin brand skincare products who are domiciled in Malang City or Malang Regency on 7-15 December 2020. The sample was selected using purposive sampling method with a sample size of 30 respondents. This study found that consumer be a very positive on the attributes of security, product performance, price match with quality, packaging, opportunity to pre-test, environmentally friendly raw materials and a positive on the attributes of fragrance, color, not tested on animals. It means that Nu Skin must still pay attention to maintaining the very positive and positive attributes. For the neutral attributes of shop atmosphere and brand image, Nu Skin need improvement to solve that attributes,but overall Nu Skin attributes have an average with a very positive attitude from consumers.