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.
The Covid-19 pandemic that occurred caused external shocks to every company, without exception, companies engaged in the cosmetic sector. This study aims to analyze the company's external factors that affect the strength of the company's external side and assess whether there is a potential for market development. This study uses a qualitative approach using PESTEL analysis. Data were obtained from interviews with resource persons related to cosmetic products (facial serum) and also from literature in the Jabodetabek area. This study resulted in a key success factor that can be adopted by businessman, namely understanding the behavior of cosmetic consumers, especially facial serum. By understanding consumer behavior, businessman can determine appropriate strategies according to each consumer group and can also improve the trademark performance of each facial serum business actor. In addition, the importance of innovating, transforming, and adapting quickly to a phenomenon (in this case the Covid-19 pandemic) makes business not stagnant, continues to grow and is able to capture new market potential. Keywords: cosmetic, Covid-19, facial serum, key success factor, PESTEL analysis.
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