EFFECT OF COLOR TEMPERATURE OF INTERIOR LIGHTING ON CUSTOMER SATISFACTION IN CHOOSING COSMETIC PRODUCTS

• Main Author: Katelia Sasmia, Chika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36702
• Institution: Institut Teknologi Bandung

Cosmetic products sold in beauty stores are never separated by the needs of women who want to always look attractive and beautiful. Indonesian women have an ideal perception of beauty. The accuracy of choosing products that suits each individual is an absolute necessity in shopping for cosmetic products. Nowadays, the problem of making mistakes in choosing cosmetics products especially foundation cosmetic is often experienced by women and complained directly on beauty or makeup stores and discussed on every beauty forums. This error makes women customers choose and buy foundation product which color and type do not match the type and color of the skin, so that customers are not satisfied with the decision-making results. In the previous study explained that the decision making factor in choosing makeup products like foundation are word of mouth factor, price, beauty advisor and lighting at beauty store. At the moment, there has been research on the preference of lighting sources on the variety of women’s skin in the world, until it was discovered the light color temperature preference for Asian women’s skin using makeup. However, researchers have not been able to explain the effect of artificial lighting color temperature on beauty shops on customers satisfaction in choosing an appropriate foundation cosmetics related to fulfillment of Indonesia’s ideal beauty. In the previous study explained that the perception of Indonesian women’s ideal beauty is having brown skin, exotic brown tends to be dark, natural and sweet. In this case the most influential and fundamental interior elements in a beauty store are artificial lighting color temperature elements in a beauty studio or beauty bar in a beauty store. The right choice of foundation cosmetic in terms of color, texture and type is directly related to the artificial lighting color temperature that is right at the time of product selection. Therefore, a study on the effect of beauty shop interior lighting color temperature on customer satisfaction in choosing cosmetic products is carried out. The method that will be used in this research is quantitative research method by doing experiments in several stages of field observation or direct observation, in-depth interviews and experiment. The experiment was conducted at the ITB Photography Lab involvig 39 female respondents aged 22-33 years. Experiments carried out in 3 lighting conditions, first condition that is the existing conditions that use LED warm white downlight with CCT 3000K, LED bulb 3000K and TL light 3000K, the second condition uses LED neutral white downlight with CCT 4000K, LED bulb 3000K and 6500K and TL light 4000K and the third condition using LED cool white or daylight downlight, CCT 6500K, LED bulb 6500K and TL light 6500K. Respondents were given the task of choosing the foundation cosmetics that were most suitable for the color and type of skin in the three experimental conditions. The measuring instrument used is the Skin Color Satisfaction Scale (SCSS) which is processed using ANOVA with SPSS. The results showed that interior lighting color temperature has a significant effect on customer satisfaction in choosing the appropriate foundation cosmetics. In the effect of stimulus in condition 3, respondents showed more satisfied response in choosing cosmetic foundation. The result of this study are expected to be useful as a source of development of related knowledge, interior design profession and industry related to the construction of beauty retail space.