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

Mega farisha · Hartoyo Hartoyo · Arief Safari

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Consumer Perception and Purchasing Behavior Consumer Behavior and Marketing Influence COVID-19 Pandemic Impacts

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.

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1991The theory of planned behavior 1982Reference Group Influence on Product and Brand Purchase Decisions 2012The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach 2014People's Awareness on Halal Foods and Products: Potential Issues for Policy-makers 2019Personal intrinsic religiosity and product knowledge on halal product purchase intention 2019THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION 2015Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia 2012Non‐Muslim consumers' understanding of Halal principles in Malaysia

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