TRANSFORMATION OF BEAUTY INDUSTRY: HOW INCLUSIVE MARKETING COMMUNICATION ESCALATE CUSTOMERâS EXPECTATION TOWARDS INDONESIAN BEAUTY BRANDS
As an archipelagic country with a huge number of populations, Indonesia is blessed with ethnic and cultural diversity. Nevertheless, issues related to inclusivity still lingers around the society, specifically the issue of beauty standards which resulting in the failure to represent Indonesian diver...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68156 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | As an archipelagic country with a huge number of populations, Indonesia is blessed with ethnic and cultural diversity. Nevertheless, issues related to inclusivity still lingers around the society, specifically the issue of beauty standards which resulting in the failure to represent Indonesian diverse beauty that comes from various ethnical backgrounds. Plenty of Indonesian beauty brands are also still unable to acknowledge the differences that Indonesians have, shown by their exclusive marketing campaigns that only highlight certain beauty standards rather than choosing to be inclusive. This research is conducted as primary research to analyze the relationship between influencing factors in affecting the increase of customer’s expectation towards Indonesian beauty brands and assess the impact of inclusive marketing in increasing customers expectation towards Indonesian beauty brands. A quantitative approach is used in this study to conduct the research, using a set of questionnaires tested to 307 respondents consisting of Indonesians local beauty brands customers. Forward, the collected data is analyzed with two data analysis methods, descriptive statistics using IBM SPSS and Partial Least Square – Structural Equation Modelling (PLS-SEM) using SmartPLS. The result of the analysis shows that the all the influencing factors impacted the increasement of customer’s expectation towards Indonesian positively, started with multi-ethnic marketing communication as the independent variable. The findings of this research demonstrate the importance of inclusive marketing communication to be implemented by local beauty brands in Indonesia as the customers are demanding the brands to be inclusive or to be more inclusive by including their ethnical identity on the brand’s advert or campaigns. |
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