Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?
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Published
27 February 2022
Keywords:
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cosmetic, covid-19, facial serum, purchase behavior, structural equation modeling – partial least squares (SEM-PLS)
Abstract
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.
References
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Ambali, A. R., & Bakar, A. N. (2014). People's awareness on halal foods and products: potential issues for policy-makers. Procedia-Social and Behavioral Sciences, 121, 3-25. doi:10.1016/j.sbspro.2014.01.1104
Annabi C. A., & Ibidapo-Obe O. O. (2017). Halal certification organizations in the united kingdom: an exploration of halal cosmetic certification. Journal of Islamic Marketing, 8(1), 107-126. doi: 10.1108/JIMA-06-2015-0045.
Ayyub, R. M. (2015). Exploring perceptions of non-muslims toward halal foods in the UK. British Food Journal, 117(9), 2328-2343. doi: 10.1108/BFJ-07-2014-0257.
Aziz, Y. A., & Chok N. V. (2013). The role of halal awareness, halal certification, and marketing components in determining halal purchase intention among non-muslims in Malaysia: a structural equation modeling. Journal of International Food & Agribusiness Marketing, 25(1), 1-23. doi: 10.1080/08974438.2013.723997.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decision. Journal of Consumer Research. 9(2), 183-194. doi:10.1086/208911.
Chelliah, S., Chin, K. K, Annamalah, S., & Munusamy J. (2013). Does the marketing mix still relevant? a study on herbal coffee in Malaysia. International Journal of Management and Innovation, 5(1), 31-45.
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brand in South Africa. Journal of Business and Retail Management Research, 12(1), 143-154. doi: 10.24052/jbrmr/v12is01/tiobabaapqoblariacomcfcbisa.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences, 2nd edition. New Jersey: Lawrence Earlbaum Associates.
Effendi, I. (2019). Analisis preferensi dan keputusan pembelian konsumen buah pada generasi Y (kasus ritel modern dan ritel tradisional Kota Bogor) (Theses). Institut Pertanian Bogor, Bogor, Indonesia
Eganeal, P. Q., Tarigan, J. W. Z., Br. Sitepu, R., & Kumar, S. S. (2020). The impact of marketing mix on the consumer purchase decision in the Surabaya-Indonesia hotel residence. SHS Web of Conferences, 76(1), 01038. doi: 10.1051/shsconf/2020761038.
Elasrag, H. (2016). Halal industry: key challenges and opportunities. SSRN Electronic Journal, 1-33. doi:10.2139//ssrn.2735417.
Ghozali, I., & Latan H. (2012). Partial Least Square: SmartPLS 2.0 M3 concepts, techniques and applications (Partial Least Square: konsep, teknik, dan aplikasi SmartPLS 2.0 M3). Semarang: Badan Penerbit Universitas Diponegoro.
Gong, Y., Hou W., Zhang Q., & Tian S. (2018). Discount or gift? not just to save money. Journal of Contemporary Marketing Science, 1(1), 53-75. doi: 10.1108/jcmars-08-2018-0009.
Hair, J. F. (2006). Multivariate Data Analysis, 6th Edition (Analisis Data Multivariate, Edisi ke-6). New Jersey: Prentice-Hall.
Hall, A., & Tower N. (2017). Understanding how millennial shoppers decide what to buy: digitally connected unseen journeys. International Journal of Retail & Distribution Management, 45(5), 498-517. doi: 10.1108/IJRDM-11-2016-0206.
Haque, A., Sarwar A., Yasmin F., Tarofder A. K., & Hossain M. A. (2015). Non-muslim consumers' perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing, 6(1), 133-147. doi: 10.1108/JIMA-04-2014-0033.
Hartatin, D., & Simanjuntak, M. (2016). The effect of value and reference group on young consumer's hedonic buying. Journal of Consumer Sciences, 1(1), 33-46. doi: https://doi.org/10.29244/jcs.1.1.33-46
Hasan, H., Sulong R. S., & Tanakinjal G. H. (2020). Halal certification among SMEs in Kota Kinabalu, Sabah. Journal of Consumer Sciences, 5(1), 16-28. doi: https://doi.org/10.29244/jcs.5.1.16-28
Hermanda, A., Sumarwan U., & Tinaprilla N. (2019). The effect of social media influencers on brand image, self-contact, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89. Doi: https://doi.org/10.29244/jcs.4.2.76-89.
Hutauruk, M.R. (2020). Applicability of the 4C marketing mix to consumer's decision to select outdoor cafes moderated by consumer behavior in the covid pandemic situation (Penerapan bauran pemasaran 4C terhadap keputusan konsumen untuk memilih kafe outdoor dimoderatori oleh perilaku konsumen dalam situasi pandemi covid). Jurnal Riset Inossa, 2(2), 80-91.
Ishak, S., Che Oemar A. R., Khalid K., Intan I. S., & Hussain M. Y. (2020). Cosmetics purchase behavior of educated millennials Muslim females. Journal of Islamic Marketing, 11(5), 1055-1071. doi: 10.1108/JIMA-01-2019-0014.
Kandemir, G., Pirtini S., & Bayraktar A. (2019). A research on the role of consumer involvement and product knowledge levels on purchasing decisions. Turkish Journal of Marketing, 4(2), 162-183. doi: 10.30685/tujom.v4i2.57.
[Kemenperin] Kementerian Perindustrian. (2019). More and more shiny, the national cosmetic industry grows by 20 percent (Kian kinclong, industri kosmetik nasional tumbuh 20 persen). Jakarta: Kemenperin.
Kotler, P., & Keller, K.L. (2008). Marketing Management 13th Edition. New Jersey: Pearson Prentice Hall.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 is Moving from Traditional to Digital (Marketing 4.0 Bergerak dari Tradisional ke Digital). Jakarta: Gramedia.
Krisnawati, D. (2019). The effect of co-creation, currency, communal activity, and conversation on the consumer journey (Pengaruh co-creation, currency, communal activity dan conversation terhadap consumer journey). Jurnal Ekonomi dan Industri, 20(2), 1-11. doi: http://dx.doi.org/10.35137/jei.v20i2.310
Kurniawati, D. A., & Savitri, H. (2019). Awareness level analysis of Indonesian consumers toward the halal product. Journal of Islamic Marketing, 11(2), 531-546. doi: 10.119=08/JIMA-10-2017-0104.
Mican, D., & Sitartaut, D. A. (2020). Analysis of the factors impacting the online shopping decision-making process. Studia Universitatis Babes-Bolyai Oeconomica, 65(1), 54-66. doi: 10.2478/subboeco-2020-0004.
Mustaqimah, A., Hartoyo, H., & Nurmalina, R. (2019). Marketing mix effect towards customer satisfaction and loyalty: a case study of rejuve cold-pressed drinks. Indonesian Journal of Business and Entrepreneurship, 5(3), 310-320. doi: 10.17358/ijbe.5.3.310.
Mutmainah, L. (2018). The role of religiosity, halal awareness, halal certification, and food ingredients on purchase intention of halal food. Journal of Islamic Economics, Finance, and Banking, 1(1), 33-50. doi: 10.12928/ijiefb.v1i1.284.
Nurhayati, T., & Hendar H. (2019). Personal intrinsic religiosity and product knowledge on halal product purchase intention: role of halal product awareness. Journal of Islamic Marketing, 11(3), 603-620. doi: 10.1108/JIMA-11-2018-0220.
Pandowo, M., & Tuwo H. J. (2015). The influence of social factors on customer purchase intention in using wedding organizer in Manado (Pengaruh faktor sosial terhadap niat beli konsumen dalam menggunakan wedding organizer di Manado). Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(3), 29-38. doi: 1035794/emba.v3i3.9308.
Ramadhan, A. F., & Simanjuntak, M. (2018). Perilaku pembelian hedonis generasi Z (Generation Z hedonic buying behavior). Jurnal Ilmu Keluarga dan Konsumen, 11(3), 243-254. doi: https://doi.org/10.24156/jikk.2018.11.3.243
Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Non-muslim consumers' understanding of halal principle in Malaysia. Journal of Islamic Marketing, 3(1), 35-46. doi: 10.1108/17590831211206572.
Rieg, D. L., Scramim, F. C. L., Paola, E., & Rugfino, F. A. (2018). The influence of the seller's performance on the consumer purchase of clothes and personal care, toiletries, and cosmetics products. Independent Journal of Management & Production, 9(2), 507-525. doi: 10.14807/ijmp.v9i2.713.
Salem, M. Z. (2018). Effects of perfume packaging on basque female consumers purchase decision in Spain. Emerald Publishing Limited, Management Decision, 56(8), 1748-1768. doi: 10.1108/MD-04-2017-0363.
Setyaningsih, E. D., & Marwansyah, S. (2019). The effect of halal certification and awareness through an interest in buying halal food products. Syi'ar Istishadi Journal of Islamic Economics, Finance, and Banking, 3(1), 64-79. doi: 10.35448/jiec.v3il.5515.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior 12th Edition. New Jersey: Pearson Prentice Hall.
Sumarwan, U. (2010). Consumer Behavior Theory and Its Application in Marketing (Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran). Bogor: Ghalia Indonesia.
Sunyoto, D. (2013). Consumer Behavior (Perilaku konsumen). Yogyakarta: CAPS.
SWA. (2021). Produk kecantikan lokal diminati konsumen (Produk kecantikan lokal semakin diminati konsumen). Retrieved from swaonline: https://swa.co.id/swa/trends/produk-kecantikan-lokal-semakin-diminati-konsumen
Türk, E. (2019). Factors affecting online shopping decision: customers in Turkey. Journal of International Trade, Logistics, and Law, 5(1), 35-43. ISSN 2149-9748
Ajzen, I. (1991). The theory of planned behavior in organizational behavior and human decision processes. Theories of Cognitive Self-Regulation, 50(2), 179-211. doi: https://doi.org/10.1016/0749-5978(91)90020-T
Ambali, A. R., & Bakar, A. N. (2014). People's awareness on halal foods and products: potential issues for policy-makers. Procedia-Social and Behavioral Sciences, 121, 3-25. doi:10.1016/j.sbspro.2014.01.1104
Annabi C. A., & Ibidapo-Obe O. O. (2017). Halal certification organizations in the united kingdom: an exploration of halal cosmetic certification. Journal of Islamic Marketing, 8(1), 107-126. doi: 10.1108/JIMA-06-2015-0045.
Ayyub, R. M. (2015). Exploring perceptions of non-muslims toward halal foods in the UK. British Food Journal, 117(9), 2328-2343. doi: 10.1108/BFJ-07-2014-0257.
Aziz, Y. A., & Chok N. V. (2013). The role of halal awareness, halal certification, and marketing components in determining halal purchase intention among non-muslims in Malaysia: a structural equation modeling. Journal of International Food & Agribusiness Marketing, 25(1), 1-23. doi: 10.1080/08974438.2013.723997.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decision. Journal of Consumer Research. 9(2), 183-194. doi:10.1086/208911.
Chelliah, S., Chin, K. K, Annamalah, S., & Munusamy J. (2013). Does the marketing mix still relevant? a study on herbal coffee in Malaysia. International Journal of Management and Innovation, 5(1), 31-45.
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brand in South Africa. Journal of Business and Retail Management Research, 12(1), 143-154. doi: 10.24052/jbrmr/v12is01/tiobabaapqoblariacomcfcbisa.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences, 2nd edition. New Jersey: Lawrence Earlbaum Associates.
Effendi, I. (2019). Analisis preferensi dan keputusan pembelian konsumen buah pada generasi Y (kasus ritel modern dan ritel tradisional Kota Bogor) (Theses). Institut Pertanian Bogor, Bogor, Indonesia
Eganeal, P. Q., Tarigan, J. W. Z., Br. Sitepu, R., & Kumar, S. S. (2020). The impact of marketing mix on the consumer purchase decision in the Surabaya-Indonesia hotel residence. SHS Web of Conferences, 76(1), 01038. doi: 10.1051/shsconf/2020761038.
Elasrag, H. (2016). Halal industry: key challenges and opportunities. SSRN Electronic Journal, 1-33. doi:10.2139//ssrn.2735417.
Ghozali, I., & Latan H. (2012). Partial Least Square: SmartPLS 2.0 M3 concepts, techniques and applications (Partial Least Square: konsep, teknik, dan aplikasi SmartPLS 2.0 M3). Semarang: Badan Penerbit Universitas Diponegoro.
Gong, Y., Hou W., Zhang Q., & Tian S. (2018). Discount or gift? not just to save money. Journal of Contemporary Marketing Science, 1(1), 53-75. doi: 10.1108/jcmars-08-2018-0009.
Hair, J. F. (2006). Multivariate Data Analysis, 6th Edition (Analisis Data Multivariate, Edisi ke-6). New Jersey: Prentice-Hall.
Hall, A., & Tower N. (2017). Understanding how millennial shoppers decide what to buy: digitally connected unseen journeys. International Journal of Retail & Distribution Management, 45(5), 498-517. doi: 10.1108/IJRDM-11-2016-0206.
Haque, A., Sarwar A., Yasmin F., Tarofder A. K., & Hossain M. A. (2015). Non-muslim consumers' perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing, 6(1), 133-147. doi: 10.1108/JIMA-04-2014-0033.
Hartatin, D., & Simanjuntak, M. (2016). The effect of value and reference group on young consumer's hedonic buying. Journal of Consumer Sciences, 1(1), 33-46. doi: https://doi.org/10.29244/jcs.1.1.33-46
Hasan, H., Sulong R. S., & Tanakinjal G. H. (2020). Halal certification among SMEs in Kota Kinabalu, Sabah. Journal of Consumer Sciences, 5(1), 16-28. doi: https://doi.org/10.29244/jcs.5.1.16-28
Hermanda, A., Sumarwan U., & Tinaprilla N. (2019). The effect of social media influencers on brand image, self-contact, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89. Doi: https://doi.org/10.29244/jcs.4.2.76-89.
Hutauruk, M.R. (2020). Applicability of the 4C marketing mix to consumer's decision to select outdoor cafes moderated by consumer behavior in the covid pandemic situation (Penerapan bauran pemasaran 4C terhadap keputusan konsumen untuk memilih kafe outdoor dimoderatori oleh perilaku konsumen dalam situasi pandemi covid). Jurnal Riset Inossa, 2(2), 80-91.
Ishak, S., Che Oemar A. R., Khalid K., Intan I. S., & Hussain M. Y. (2020). Cosmetics purchase behavior of educated millennials Muslim females. Journal of Islamic Marketing, 11(5), 1055-1071. doi: 10.1108/JIMA-01-2019-0014.
Kandemir, G., Pirtini S., & Bayraktar A. (2019). A research on the role of consumer involvement and product knowledge levels on purchasing decisions. Turkish Journal of Marketing, 4(2), 162-183. doi: 10.30685/tujom.v4i2.57.
[Kemenperin] Kementerian Perindustrian. (2019). More and more shiny, the national cosmetic industry grows by 20 percent (Kian kinclong, industri kosmetik nasional tumbuh 20 persen). Jakarta: Kemenperin.
Kotler, P., & Keller, K.L. (2008). Marketing Management 13th Edition. New Jersey: Pearson Prentice Hall.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 is Moving from Traditional to Digital (Marketing 4.0 Bergerak dari Tradisional ke Digital). Jakarta: Gramedia.
Krisnawati, D. (2019). The effect of co-creation, currency, communal activity, and conversation on the consumer journey (Pengaruh co-creation, currency, communal activity dan conversation terhadap consumer journey). Jurnal Ekonomi dan Industri, 20(2), 1-11. doi: http://dx.doi.org/10.35137/jei.v20i2.310
Kurniawati, D. A., & Savitri, H. (2019). Awareness level analysis of Indonesian consumers toward the halal product. Journal of Islamic Marketing, 11(2), 531-546. doi: 10.119=08/JIMA-10-2017-0104.
Mican, D., & Sitartaut, D. A. (2020). Analysis of the factors impacting the online shopping decision-making process. Studia Universitatis Babes-Bolyai Oeconomica, 65(1), 54-66. doi: 10.2478/subboeco-2020-0004.
Mustaqimah, A., Hartoyo, H., & Nurmalina, R. (2019). Marketing mix effect towards customer satisfaction and loyalty: a case study of rejuve cold-pressed drinks. Indonesian Journal of Business and Entrepreneurship, 5(3), 310-320. doi: 10.17358/ijbe.5.3.310.
Mutmainah, L. (2018). The role of religiosity, halal awareness, halal certification, and food ingredients on purchase intention of halal food. Journal of Islamic Economics, Finance, and Banking, 1(1), 33-50. doi: 10.12928/ijiefb.v1i1.284.
Nurhayati, T., & Hendar H. (2019). Personal intrinsic religiosity and product knowledge on halal product purchase intention: role of halal product awareness. Journal of Islamic Marketing, 11(3), 603-620. doi: 10.1108/JIMA-11-2018-0220.
Pandowo, M., & Tuwo H. J. (2015). The influence of social factors on customer purchase intention in using wedding organizer in Manado (Pengaruh faktor sosial terhadap niat beli konsumen dalam menggunakan wedding organizer di Manado). Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(3), 29-38. doi: 1035794/emba.v3i3.9308.
Ramadhan, A. F., & Simanjuntak, M. (2018). Perilaku pembelian hedonis generasi Z (Generation Z hedonic buying behavior). Jurnal Ilmu Keluarga dan Konsumen, 11(3), 243-254. doi: https://doi.org/10.24156/jikk.2018.11.3.243
Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Non-muslim consumers' understanding of halal principle in Malaysia. Journal of Islamic Marketing, 3(1), 35-46. doi: 10.1108/17590831211206572.
Rieg, D. L., Scramim, F. C. L., Paola, E., & Rugfino, F. A. (2018). The influence of the seller's performance on the consumer purchase of clothes and personal care, toiletries, and cosmetics products. Independent Journal of Management & Production, 9(2), 507-525. doi: 10.14807/ijmp.v9i2.713.
Salem, M. Z. (2018). Effects of perfume packaging on basque female consumers purchase decision in Spain. Emerald Publishing Limited, Management Decision, 56(8), 1748-1768. doi: 10.1108/MD-04-2017-0363.
Setyaningsih, E. D., & Marwansyah, S. (2019). The effect of halal certification and awareness through an interest in buying halal food products. Syi'ar Istishadi Journal of Islamic Economics, Finance, and Banking, 3(1), 64-79. doi: 10.35448/jiec.v3il.5515.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior 12th Edition. New Jersey: Pearson Prentice Hall.
Sumarwan, U. (2010). Consumer Behavior Theory and Its Application in Marketing (Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran). Bogor: Ghalia Indonesia.
Sunyoto, D. (2013). Consumer Behavior (Perilaku konsumen). Yogyakarta: CAPS.
SWA. (2021). Produk kecantikan lokal diminati konsumen (Produk kecantikan lokal semakin diminati konsumen). Retrieved from swaonline: https://swa.co.id/swa/trends/produk-kecantikan-lokal-semakin-diminati-konsumen
Türk, E. (2019). Factors affecting online shopping decision: customers in Turkey. Journal of International Trade, Logistics, and Law, 5(1), 35-43. ISSN 2149-9748
Authors
Farisha M., Hartoyo H., & Safari A. (2022). Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?. Journal of Consumer Sciences, 7(1), 1-19. https://doi.org/10.29244/jcs.7.1.1-19
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