Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?
The Covid-19 pandemic has generally affected the cosmetic industry's marketing and sales. Drastic changes happened, and the sales now rely more on online sales. This study aimed to analyze the purchase behavior of facial serum cosmetic products before and during the Covid-19 pandemic. The samp...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University
2022-02-01
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| Series: | Journal of Consumer Sciences |
| Subjects: | |
| Online Access: | https://journal.ipb.ac.id/index.php/jcs/article/view/36965 |
| _version_ | 1827802317173293056 |
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| author | Mega farisha Hartoyo Arief Safari |
| author_facet | Mega farisha Hartoyo Arief Safari |
| author_sort | Mega farisha |
| collection | DOAJ |
| description |
The Covid-19 pandemic has generally affected the cosmetic industry's marketing and sales. Drastic changes happened, and the sales now rely more on online sales. This study aimed to analyze the purchase behavior of facial serum cosmetic products before and during the Covid-19 pandemic. The sampling technique applied purposive sampling. Data analysis used Structural Equation Modelling - Partial Least Squares (SEM-PLS). Data were obtained from 200 respondents in the Jabodetabek area from April to May 2021, but only 163 were included in the analysis. The results show that the conditions before and during the pandemic are significant differences. Before the pandemic, co-creation, communal activation, conversation, halal awareness, and reference groups influenced the purchase behavior. On the other hand, though, reference groups did not affect the purchasing behavior during the pandemic. Therefore, business people in the cosmetics field can focus on co-creation and conversation.
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| first_indexed | 2024-03-11T20:38:13Z |
| format | Article |
| id | doaj.art-47350e87af8d445aa63697221bc10f8e |
| institution | Directory Open Access Journal |
| issn | 2460-8963 |
| language | English |
| last_indexed | 2024-03-11T20:38:13Z |
| publishDate | 2022-02-01 |
| publisher | Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University |
| record_format | Article |
| series | Journal of Consumer Sciences |
| spelling | doaj.art-47350e87af8d445aa63697221bc10f8e2023-10-02T04:34:46ZengDepartment of Family and Consumer Sciences, Faculty of Human Ecology, IPB UniversityJournal of Consumer Sciences2460-89632022-02-017110.29244/jcs.7.1.1-19Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?Mega farisha0Hartoyo1Arief Safari2School of Business, IPB University School of Business, IPB University School of Business, IPB University The Covid-19 pandemic has generally affected the cosmetic industry's marketing and sales. Drastic changes happened, and the sales now rely more on online sales. This study aimed to analyze the purchase behavior of facial serum cosmetic products before and during the Covid-19 pandemic. The sampling technique applied purposive sampling. Data analysis used Structural Equation Modelling - Partial Least Squares (SEM-PLS). Data were obtained from 200 respondents in the Jabodetabek area from April to May 2021, but only 163 were included in the analysis. The results show that the conditions before and during the pandemic are significant differences. Before the pandemic, co-creation, communal activation, conversation, halal awareness, and reference groups influenced the purchase behavior. On the other hand, though, reference groups did not affect the purchasing behavior during the pandemic. Therefore, business people in the cosmetics field can focus on co-creation and conversation. https://journal.ipb.ac.id/index.php/jcs/article/view/36965cosmeticcovid-19facial serumpurchase behaviorstructural equation modeling – partial least squares (SEM-PLS) |
| spellingShingle | Mega farisha Hartoyo Arief Safari Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products? Journal of Consumer Sciences cosmetic covid-19 facial serum purchase behavior structural equation modeling – partial least squares (SEM-PLS) |
| title | Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products? |
| title_full | Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products? |
| title_fullStr | Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products? |
| title_full_unstemmed | Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products? |
| title_short | Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products? |
| title_sort | does covid 19 pandemic change the consumer purchase behavior towards cosmetic products |
| topic | cosmetic covid-19 facial serum purchase behavior structural equation modeling – partial least squares (SEM-PLS) |
| url | https://journal.ipb.ac.id/index.php/jcs/article/view/36965 |
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