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UPN VeteranUPN Veteran

Journal Jurnal MebisJurnal Mebis Abstract

In recent years, we have witnessed the growing interest from millennials to preserve their skin health. In order to maintain their skin health, they consume a variety of skincare products. One of the essential products for them is moisturizer product. This research objective is to explore the critical moisturizer product features for customer purchase decision. This research employs mixed method that consists of descriptive study and interview to millennials. The result of descriptive study indicates that price of the product is important cue for quality, therefore, consumer is preferring to select product with middle range prices. Descriptive analysis also reveals that consumer has weighted their decision based on the product composition and product efficacy. In addition, the analysis shows that consumer prefer small size product so it will be more practical to keep in carry on container. The interview gives us detailed information regarding the purchase decision process. The analysis of interview uncovers that beauty vlogger with honest review is more credible for purchase behavior compared with well-known brand ambassadors.

Conclusion

Based on the questionnaire results, consumers expressed a preference for product packaging in jar.This type of packaging was preferred because it allows for maximum use of the product until the container is completely emptied.Besides, the consumers preferred a higher price with a larger volume of the product.The price the consumers were willing to pay for a moisturizer product was in the range of Rp75,000–100,000.

Future Research

Penelitian lebih lanjut dapat dilakukan dengan memperluas cakupan responden tidak hanya pada generasi milenial, tetapi juga generasi Z dan generasi X untuk memahami perbedaan preferensi terhadap produk pelembap. Selain itu, studi kualitatif mendalam dapat dilakukan untuk menggali lebih jauh faktor-faktor psikologis dan sosial yang memengaruhi keputusan pembelian, seperti citra diri, pengaruh teman sebaya, dan nilai-nilai budaya. Penelitian selanjutnya juga dapat mengeksplorasi peran teknologi, seperti kecerdasan buatan (AI) dan augmented reality (AR), dalam memberikan rekomendasi produk yang dipersonalisasi dan meningkatkan pengalaman berbelanja konsumen. Dengan mempertimbangkan perkembangan tren keberlanjutan, penelitian dapat difokuskan pada preferensi konsumen terhadap produk pelembap dengan bahan-bahan alami, kemasan ramah lingkungan, dan proses produksi yang etis. Hal ini akan memberikan wawasan berharga bagi perusahaan dalam mengembangkan produk yang tidak hanya memenuhi kebutuhan konsumen, tetapi juga berkontribusi pada pelestarian lingkungan.

References

1. Improving the Effectiveness of Advertising in Internet Social Networking | IGI Global Scientific Publishing.... services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-2919-6.ch056Improving the Effectiveness of Advertising in Internet Social Networking IGI Global Scientific Publishing services igi global resolvedoi resolve aspx doi 10 4018 978 1 4666 2919 6 ch056
2. Motives For Purchase of Skin Care Product Users (Phenomenology Study on Women in DKI Jakarta) | ADI Journal... adi-journal.org/index.php/ajri/article/view/520Motives For Purchase of Skin Care Product Users Phenomenology Study on Women in DKI Jakarta ADI Journal adi journal index php ajri article view 520
3. Identifikasi Kebutuhan Konsumen Produk Mobil Etios Valco Di PT. TMMIN | Haq | JURNAL Al-AZHAR INDONESIA... jurnal.uai.ac.id/index.php/SST/article/view/305Identifikasi Kebutuhan Konsumen Produk Mobil Etios Valco Di PT TMMIN Haq JURNAL Al AZHAR INDONESIA jurnal uai ac index php SST article view 305

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