Consumption Patterns and Cosmetic Consumer Brand Loyalty

Abstract

This study aims to describe the tendency of consumption patterns and brand loyalty of the cosmetic consumers in Yogyakarta. This research is a preliminary study for further research which aims to find out a dynamic model of cosmetic consumer loyalty. This research applied quantitative approach with survey method. The research involves 50 female cosmetic consumers that fulfills the inclusion criteria: a) respondents must be active consumers of cosmetic products (indicated by cosmetic purchasing behaviors at least once in the past six months), b) living in Yogyakarta, c) aged between 16 up to 30 years. The data were collected by distributing online questionnaires with open-ended questions and were analyzed using quantitative descriptive technique. The results showed that: (1) face powder and lipstick are the most-used and mostpurchased cosmetic products by consumers, (2) 50 percent of cosmetic consumers intended to keep using their current brand, 34 percent of them switched brands, and 4 percent others used multi-brands, and (3) 88 percent of face powder and lipstick consumers switched brands more than twice because of curiosity, variety-seeking, looking for the best value product, incompatible cosmetic formula on their facial skin, poor quality, poor performance of previous brands, and the lower price of products from other competitors.

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