ANALYZING COSMETIC TREATMENT USAGE AMONG UNIVERSITY STUDENTS: A QUANTITATIVE APPROACH

The growing rise in cosmetic awareness, largely fueled by the pervasive influence of social media, has led to an increased demand for cosmetic surgeries and treatments, particularly among young adults. This study aims to explore the relationship between awareness levels, social influences, and self-esteem with spending behavior on cosmetic treatments among undergraduate students. Data was collected from a sample of 51 respondents through a structured questionnaire, examining variables such as media influence, personal experiences, safety, and self-esteem factors. Multiple Correspondence Analysis (MCA) and Pearson’s Chi-squared tests were employed to identify significant relationships between the variables. Additionally, Fisher’s Exact Test was implemented to account for smaller sample sizes in some categories. The results indicated no statistically significant relationship between awareness levels and spending behavior (p > 0.05), while self-esteem and personal experiences (e.g., friends and family influence) were consistently associated with higher spending on cosmetic treatments, as revealed by MCA. Media exposure emerged as a strong contributing factor influencing spending behavior. The findings suggest that self-esteem and media influence play a critical role in spending on cosmetic procedures among students. These insights point to potential avenues for targeted interventions, addressing the psychological and social drivers behind the rising demand for cosmetic treatments