| Abstrak/Abstract |
Anti-aging cosmetics are among the fastest growing market of the skin-care cosmetic segment. The main objective of this study was to assess the extent of anti-aging cosmetics use pattern and factors associated with purchase behavior among Yogyakarta population, Indonesia. A survey based cross sectional study was used. Customers were conveniently selected and interviewed using structured questionnaires. Cosmetics consumption pattern and market attributes include brand, price, place, and influencer were investigated. The data was analyzed and presented descriptively and Chi-Square test for bivariate analysis. Out of 384 customer surveyed, majority were female (92.44%), average of age 24 years old, bachelor degree level (51%), as a university students (41%) and monthly expense about less than <2 million IDR (42%). The most preferred cosmetic for anti-aging was Wardah (38%), place of purchasing anti-aging cosmetics was the cosmetic stores (49%). Most of respondents spent about 100 thousand IDR for anti-aging cosmetics budget (46%), indicated that anti-aging products is a priority need among customers. Female customers and higher income customers have shown more conscious on buying cosmetics than their counter parts, with OR 1.5 (2.11-4.53) and 2.45 (1.70-3.83) respectively. Market attributes of brand image and influencer associated with decision in buying anti-aging cosmetics with OR 3.21 (1.87-4.21) and 2.13 ( 1.87-3.29) respectively. In other hand, price and place attributes indicates no significant difference at level of p < 0.05. This study concludes that excellent product quality factor plays a key role over
other factors. Cosmetic manufactures are required to understand thoroughly the buying behavior before implementing any marketing strategy. |
