KEY FACTORS INFLUENCING GENERATION Z CONSUMER SATISFACTION AND PURCHASE DECISION FOR LOCAL MOISTURIZERS

• Main Author: Irene, Winnie
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/82960
• Institution: Institut Teknologi Bandung

The Indonesian skincare market, valued at USD 586.4 million and projected to reach USD 2.8 billion by 2028, has experienced significant growth, particularly among Generation Z consumers who prioritize product quality, affordability, and effectiveness. Understanding these key factors is crucial; thus, comprehensive research is needed. This study examines the key factors influencing consumer satisfaction and purchase decisions for local moisturizers among Generation Z in Indonesia. Using a quantitative approach, data were collected from 2,045 respondents aged 12-27 years who have previously tried moisturizer products from any local brands through an online survey distributed via Instagram and TikTok. The research employs PLS-SEM for data analysis, focusing on the impact of product quality, price, promotion, and brand image on consumer satisfaction and subsequent purchase decisions. The results reveal that product quality and brand image are the most significant factors positively affecting consumer satisfaction, which in turn strongly influences purchase decisions. While competitive pricing and effective promotions also contribute to consumer satisfaction, they are secondary to the perceived quality and brand image of the product. These findings provide valuable insights for local skincare brands to enhance their market strategies, meet the specific needs and preferences of Generation Z consumers, and ultimately drive market presence and sustainable growth. By understanding these dynamics, local brands can improve customer loyalty, encourage repeat purchases, and foster positive word-of-mouth in the competitive skincare industry. This research underscores the importance of aligning product offerings with consumer expectations and leveraging brand reputation to gain a competitive edge in the expanding Indonesian skincare market.