AN EXPLARATORY STUDY OF COSMETICS PURCHASE INTENTION ATTRIBUTES: A STUDY OF INDONESIAN LOCAL COSMETICS BRAND

• Main Author: Fionalita, Nadya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41153
• Institution: Institut Teknologi Bandung

Nowadays, women considered beauty as an important issue. Women try their best to enhance their appearance. Therefore, cosmetics has been a top priority for most of women, especially in Indonesia. This lead to increase the number of demand, that caused cosmetics industry as a growing sector in Indonesia. With this increase, arise various kinds of local brand new comer that will result in a very tight competition. Moreover, this competition between local brands is aggravated by the preliminary research’s result that indicate a problem of many customers easy to switch between the local brands and they all stated that they chose only with the brand they were familiar with. Therefore, the research objective is to provide an overview characteristics of female cosmetics market in Indonesia and its importance, to investigate the factors that influence the purchase intention towards female local cosmetics users, and to investigate the purchase intention differences of Wardah, Make Over, BLP and Rollover Reaction. This data is gathered from 978 female users of local cosmetics brand in Jakarta and Bandung, using quantitative method and tested using PLS-SEM method and SPSS One-Way Anova. The research findings showed that product quality, price, packaging, promotion, service quality, and brand familiarity have a significant influence on the purchase intention of local cosmetics users. However, brand name and store environment do not significantly influence on the purchase intention of local cosmetics users. With this research result, it could bring an insight to the local cosmetics company to create strategy by enhancing more on these factors that influence the purchase intention of the local cosmetics users to prevent the brand switching behavior, maintain the consumers to stay, and attract new consumers based on what their intention to buy.