ANALYSIS OF OFFLINE STORE ATTRIBUTES TOWARDS CUSTOMER PURCHASE BEHAVIOUR DURING COVID-19 IN THE COSMETIC INDUSTRY

• Main Author: Fridericiana Marie, Pasasa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57222
• Institution: Institut Teknologi Bandung

Indonesia's cosmetics sector continues to perform positively, brought by the country's expanding middle class to upper customers and technology development, particularly among Indonesian females. The existence of physical stores plays a significant role that affects customers' decisions of purchase in the future, both online and offline. This phenomenon attracted the company, The Daily Maiimi to grow the business by developing the offline stores, and expand the market. However, due to COVID-19, offline stores have been highly influenced since the government required individuals to social distance. Therefore, significant understanding into offline stores attributes in cosmetic products that affect customer's purchasing decisions become essential to plan strategies & maximize offline store planning. In distributing the product, the company, The Daily Maiimi, currently uses an online channel, e-commerce, social media, and websites to provide information and easy-to-use transaction tools for its customers. The purpose of this study is to analyze the significant attribute(s) of offline stores in the cosmetic industry during COVID-19 that influence customer purchase behaviour. Researcher analyzed five primary constructs regarding offline store attributes; store atmosphere, store display, customer service, shopping experience, and hygiene and safety protocol. The researcher uses a quantitative method with SPSS software as the data processing using multiple linear regression and descriptive analysis to analyze the data. The study was applied to the offline store customers of the brand The Body Shop and brand Bath & Body Works that offer similar products and located in Bandung, Bali, and the Jabodetabek area. The study aimed to collect 232 respondents. The results showed four independent variables of store atmosphere, store display, hygiene & safety protocol, and shopping experience positively influence customers purchase behaviour in offline stores during COVID-19 in the cosmetic industry.