OPINION MINING AND INTERVIEW TO ANALYZE FACTORS INFLUENCING CONSUMERS IN CHOOSING FOUNDATION (CASE STUDY: FEMALE DAILY NETWORK’S USERS

• Main Author: Absharina Ainun Fahrizah, Silvi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41113
• Institution: Institut Teknologi Bandung

The growth of cosmetics and toiletries industry in Indonesia shows a good increase align with country’s thriving number of middle class and affluent consumers in 2017. It is recorded that the growth of both cosmetics and toiletries industry in that year is reaching higher number than the previous year, even if it is compared to the industry’s average annual growth rate in these past six years. For numerical speaking, cosmetics and toiletries industry reached an impressive growth of 11.99% in 2017 with 19 million dollars of total sales values. The problem is local brand foundations are still facing difficulties to compete and gain bigger market share. Big global brands like what Unilever and P&G have still wins overall market share since they are able to grab approximately 70% market share of Indonesia’s cosmetics and toiletries market. Consumers’ acceptance of imported products specifically cosmetics and skincare from United States is pretty high. Imported products such as Clinique, Estee Lauder, MAC, Revlon, Bath & Body Work, and Victoria’s Secret are already well positioned in Indonesian market. This research aims to find the factors influencing consumers in choosing foundation. Based on the result, the researcher determines what factors that influencing consumers in choosing foundation by approaching with consumers based on their frequency and their skin types. This research used opinion mining and in-depth interview to collect and analyze the data. Data from opinion mining was collected from Female Daily Network platform specifically product review page of Estee Lauder Double Wear Stay-in-Place Foundation which was chosen as The Best Foundation in 2018 by Female Daily Network users. In-depth interview was conducted from 1st-2nd June with 8 people who use foundation daily and 2 people who use foundation occasionally. The result indicates that keywords that have been written by users on Female Daily Platform are appeared to be different with respondent’s relevant keywords from in-depth interview. Long lasting, good coverage, not oxidized, blend-able, medium to full coverage, good oil control, full coverage, buildable, and matte finish are found to be most frequent variables those are mentioned by users on Female Daily Network. However, shade option is the top priority variable that respondents mentioned from in-depth interview. The findings of this research are expected to gives an insightful knowledge of consumers’ preference towards foundation to be useful information generating the right decision making in marketing and new product development.