HOW DOES PINK TAX AFFECT THE CONSUMER BEHAVIOR OF FEMALE UNIVERSITY STUDENTS IN JAKARTA AND BANDUNG?

• Main Author: Leila, Florentina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77650
• Institution: Institut Teknologi Bandung

In general, the Pink Tax is a term that refers to the price difference between, specifically, women targeted products compared to male targeted products despite being the same exact product with identical functions. Accompanied by the growing attention on gender equality, Pink Tax, being a part of gender-based price discrimination, is further analyzed to identify its impact on buyers, especially women. Through this paper, the author aims to identify the impact of Pink Tax towards the consumer behavior, specifically female university students who are located in both Jakarta and Bandung, with a consideration of their financial resources given them being a student who are financially dependent. The study is done through an in depth interview on respondents who fit the criteria of concerning subjects (female, university students, and financially dependent). The research includes their reaction of these respondents to the price increase on women specific products, their shift in purchasing behavior, and their alternative actions. The results show that there are connections between Pink tax, price discrimination, consumer buying/purchasing power, as well as consumer behavior of female university students in Jakarta and Bandung. The author has also successfully identified how Pink Tax shifts consumer behavior, and also the reaction that is commonly found from female students in facing this situation. Throughout conducting this study, some limitations were faced by the author, including the amount interviewee that participated in the process, the experience of conducting such study, as well as the given time to conduct. For future research, it is recommended to be more prepared in terms of information gathering, knowledge, experience, and readiness in mentality and willingness.