THE ANALYSIS OF CONSUMER PREFERENCE TOWARDS INDONESIAN LOCAL LIPSTICKS

• Main Author: Aida Kardena (NIM 19014143 ), Syifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24459
• Institution: Institut Teknologi Bandung

The cosmetic industry is one of the fastest growing sectors in Indonesia and has consistently <br /> <br /> recorded double-digit growth in recent years. The growth of cosmetic industry in Indonesia is <br /> <br /> always increasing every year. In the period of 2010 – 2015 the total average Indonesia <br /> <br /> cosmetic industry growth is around 9.67% every year. The preliminary study result shows <br /> <br /> lipstick is the most wanted cosmetic product. In recent years, Indonesian local lipstick is on <br /> <br /> the rise, there are many local lipstick brands in the market. Nevertheless, more and more new <br /> <br /> local lipstick brands companies entering the market in Indonesia, resulted into a highly <br /> <br /> competitive environment. Therefore, it is essential for the companies to continuously develop <br /> <br /> their business activities and product development in order to remain and attract new <br /> <br /> customers. <br /> <br /> The purpose of this research is to find the important factors of Indonesian local lipsticks for <br /> <br /> Indonesian consumer and analyze the preferred attributes for future development. This <br /> <br /> research is using mix method. For qualitative method is using focus group discussion. <br /> <br /> Meanwhile, for quantitative method is using online survey with 249 respondents. The <br /> <br /> respondents are 18 – 25 years old women who live in Bandung and Jakarta. The analysis for <br /> <br /> this research is using conjoint analysis and descriptive analysis. <br /> <br /> The findings shows the preferred combination for future development is lipstick with natural <br /> <br /> color, soft matte texture, beauty blogger/vlogger review and price value at 50.000 rupiah. The <br /> <br /> most important attribute based on the result is brand.