ANALYSIS OF CONSUMPTION BEHAVIOR CHANGES IN SKINCARE AND MAKEUP CATEGORY DUE TO COVID-19 PANDEMIC

• Main Author: Oxanna, Patricia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73056
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic has significantly altered the worldview, influencing the economy, instilling dread and caution, and inspiring governmental laws. Because of this, customer behavior has shifted. This change has affected consumption behavior in some product categories, particularly during the pandemic. As witnessed in the health and beauty industries, the data reveals contradicting tendencies, with certain categories growing while others are shrinking. Therefore, this study aims to investigate how consumer behavior has changed over time, particularly regarding the consumption of skincare and makeup. An exploratory research approach with the open-ended question and interview was used, utilizing thematic analysis in NVivo and validating the findings through E-Commerce data using descriptive statistics. A quantitative approach through the non-parametric analysis has also been held to complement the assessment of brand makeup purchased. The study gathered information through questionnaires with people of all ages in the Java region. While for the interview, it has been varied for those who use skincare and makeup products between the ages of 20 and 29. The findings indicate that the health and beauty industries provided a unique situation, with a rise in health-related products and a decline in skincare and makeup. As a result of its importance in preserving skin conditions, skincare attracted more attention throughout the pandemic. At the same time, makeup has become less popular as masks have covered people. Following this shifted the behavior of consumption quantities, makeup products were also found to be shifted in terms of the brand pursued until the last of COVID-19 for face and lip makeup. In conclusion, this research emphasized the shifted behavior during COVID-19. Moreover, marketing strategies in the future are important, including product diversification, collaboration, marketing activities in terms of consultation, and educational programs for the user in the skincare and makeup industries amid natural disasters.