Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?

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.

Which decision-making stages matter more? Influencer’s perceived credibility, sponsorship and moderating role of trust

“…High-involvement products or purchases are very important to consumers and thus require extensive problem-solving and information processing (Schiffman and Wisenblit, 2019). Beauty-oriented products are highinvolvement products (Hameed et al, 2020) due to the perceived risk (Schiffman and Wisenblit, 2019), such as the direct effect on the skin (Farisha and Hartoyo, 2022). Studies indicate that most consumers inform themselves about the products or services on social networks by searching and reading the reviews to find more objective information ( Cernikovait _ e, 2019).…”

Customer Loyalty is Influenced by Experience Quality With Moderating Currency and Conversation and Co-Creation Roles

“…Customer satisfaction (Experience Quality) is the degree to which the product meets or exceeds customer expectations, influencing their likelihood to repurchase [13]. Promotional activities (Conversation) involve marketing efforts to engage and inform customers, impacting their satisfaction and loyalty [16] [17]. Product variety (Co-creation) refers to the availability of diverse content offerings that cater to different customer preferences, enhancing satisfaction [19][20] [21].…”

The Influence of Currency and Co-Creation on Customer Loyalty Mediated by Customer Satisfaction

“…Currency or price can be interpreted as an amount of value that is exchanged or issued by a consumer to make payments to buy or to benefit from a product or service (Kotler & Armstrong, 2015) in [17]. Currency (price) can be understood as a pricing on each product by taking into account the benefits that will be obtained on each sale by providing different price offers to customers seen from the type of purchase, the distance between consumers and the seller's location, and also through the perspective of customer profiles (Kotler et al, 2017) in [18] with indicators, namely: product prices based on market demand, customers can estimate what the price should be, product prices according to consumer desires.…”