MARKET RESEARCH ON AN ANTI-AGING SKINCARE PRODUCT CONTAINING INDONESIAN NATURAL INGREDIENTS

• Main Author: Yantje Runtu, Alter
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76746
• Institution: Institut Teknologi Bandung

Skincare has become a popular topic in recent years, with increasing interest in skincare and personal appearance. In this study, market research of Indonesian natural anti-aging skincare product was conducted, with segmentation focusing on consumers aged 20-45 years old in 5 major cities on the island of Java, Indonesia. The research was conducted by distributing questionnaires to 408 respondents from Jakarta, Bandung, Yogjakarta, Solo, Surabaya, with various background of age, occupation, income, and expenditure as well as information on skin problems, types of skincare currently used, description of expenditure in buying skincare, and where the skincare bought. Questionnaire responses were processed using Chi Square statistical method to see the important determinants that influence respondent interest of skincare product. The results showed a significant relationship (p<0.05) of demographic characteristics such as age, occupation, income, and expenditure with the skin problems experienced, the type of skincare, the importance of finished product effectiveness test as the hallmark of the product development, and the most preferred type of packaging for anti-aging skincare products to be developed. The data obtained from this study is expected to be a feedback to the developers of anti-aging skincare products made from Indonesian natural ingredients, to produce products that can be well accepted by the target market segment, in addition to being safe and effective.