DEVELOPING PERSONA OF COSMETICS USERS IN INDONESIA: A STUDY ON MAKE-UP PRODUCT CATEGORY

• Main Author: Annisa Firdaus, Hana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65651
• Institution: Institut Teknologi Bandung

Beauty has its own standards in society and can affect one's judgment of others, especially for women. One way to enhance beauty is to use cosmetic products (make-up). Globally, the cosmetic industry has always experienced a significant increase in revenue. The cosmetic industry market in Indonesia is the fastest growing beauty market in Asia and is predicted to continue to grow in the future. This creates many opportunities to start a business in the cosmetic industry, thereby creating a competitive environment for competition. In order to survive in a competitive market, it is important to manufacture products that meet customer requirements. One of the tools to identify customer needs is to create customer personas. By knowing the customer persona, it will make it easier for a business to determine target consumers and how to attract the attention of target consumers. Therefore, this study aims to determine customer personas, especially Indonesian women who buy make-up, both online and offline. This is considered important because there are still limited references related to customer personas purchasing cosmetics in Indonesia. The customer persona is obtained from the results of the analysis using cluster analysis. The results of the study found that there were 11 customer personas that described various female characteristics when purchasing cosmetic products. Based on the customer persona, recommendations for action are made at each stage of the customer decision-making journey model.