Consumption Patterns and Cosmetic Consumer Brand Loyalty
- DOI
- 10.2991/assehr.k.200814.039How to use a DOI?
- Keywords
- consumption pattern, brand loyalty, cosmetic consumers, consumer behavior
- 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 most-purchased 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.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Anisa Rima Fadhilah AU - Yulia Ayriza PY - 2020 DA - 2020/08/14 TI - Consumption Patterns and Cosmetic Consumer Brand Loyalty BT - Proceedings of the 2nd International Seminar on Guidance and Counseling 2019 (ISGC 2019) PB - Atlantis Press SP - 181 EP - 184 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200814.039 DO - 10.2991/assehr.k.200814.039 ID - Fadhilah2020 ER -