Analysis of Consumer Behavior in Accepting Risk on the Use Of Non-BPOM Cosmetic Products (Case Study of HB Dosting Lotion)

Abstrak

This study aims to analyze consumer behavior in accepting the risk of using non-BPOM cosmetic products, focusing on HB Dosting lotion which is widely used as a skin whitener. This product is in demand by consumers because of its instant results in brightening the skin, although it does not have a distribution permit from the Food and Drug Supervisory Agency (BPOM) and has the potential to contain hazardous materials such as mercury and hydroquinone. This study uses a descriptive qualitative method with data collection techniques through interviews, observations, and documentation studies. The informants in this study were HB Dosting users, product resellers, and the Health Office in North Aceh. The results of the study indicate that social, psychological, cultural, and personal factors have a significant influence on consumer decisions in accepting the risk of using non-BPOM products. Consumers tend to prioritize instant results and prioritize social beauty standards even though they are aware of the potential long-term health risks. This study concludes that consumer awareness of the importance of cosmetic product safety needs to be increased, especially through education about the risks of non-BPOM products. It is hoped that the results of this study can provide insight for consumers, sellers, and stakeholders in choosing safe cosmetic products that have BPOM permits.