Analysis Of Factors For The Effect Of Decisions For Purchasing Cosmetics Skin Care Products Through Offline And Online

Feb 27, 2025 by ADMIN 119 views

Analysis of Factors The Effect of Decisions for Purchasing Cosmetics Skin Care Products through Offline and Online

Introduction

The current digitalization era has brought about significant changes in the business world, including in the cosmetic sector. With the increasing number of choices available, consumers are faced with options for shopping online or offline. The survey conducted by Jackpat and EIBN shows an interesting phenomenon: Although online transactions are more in demand by 60.5% of consumers, offline skincare products are still dominating with numbers reaching 97% in 2019. This shows a significant difference in preferences consumers who need to be analyzed deeper.

The Importance of Understanding Consumer Behavior

From here, the question arises about what factors affect consumer purchasing decisions in choosing between shopping for skincare products online or offline. This study was conducted by involving 200 female respondents who have purchased cosmetics in the last three months, using stratified random sampling techniques that include 21 districts in Medan City. This study highlights six important perception variables, namely: brand, price, product quality, promotion, distribution, and purchase decisions.

The Role of Brand in Online Purchasing Decisions

The results of the study using the Confirmatory Factor Analysis (CFA) method showed that the factors that influenced Skincare Purchasing Decisions online include brands (2.68) and promotion (2.06). This indicates that consumers are more likely to choose products based on brand strength and promotional strategies implemented by the company. In this context, a strong brand can provide more confidence to consumers, while attractive promotions can be a special attraction in online purchases.

The Importance of Product Quality in Offline Purchasing Decisions

On the other hand, for the purchasing decision of offline skincare products, the influential factors are brands (2.58), distribution (2.58), price (2.22), and product quality (3.41). The quality of the product is the most significant factor, shows that consumers tend to choose to try and feel the product directly before deciding to buy. This shows that in the context of offline, physical interaction with products play a very important role, especially in the cosmetic industry where the results and satisfaction of users are very dependent on real experience.

Comparing Online and Offline Purchasing Decisions

From the results of this study, it can be concluded that although both channels have their respective attractions, product quality factors play an important role in offline purchasing decisions, while brands and promotions are more influential on online purchasing decisions. By understanding these factors, cosmetic companies can design more effective strategies to attract the attention of consumers both online and offline.

Implications for Cosmetic Companies

This conclusion provides valuable insights for cosmetics business people in designing a more appropriate marketing strategy. Utilizing the strength of the brand and promotion on the online platform, while maintaining the quality of the product and paying attention to distribution channels in offline sales, can be an optimal approach in dealing with increasingly fierce competition in the cosmetics industry.

Conclusion

In conclusion, this study highlights the importance of understanding consumer behavior in the cosmetic industry. By analyzing the factors that influence purchasing decisions, cosmetic companies can design more effective strategies to attract the attention of consumers both online and offline. The study's findings provide valuable insights for cosmetics business people in designing a more appropriate marketing strategy.

Recommendations for Future Research

Future research can build on the findings of this study by exploring other factors that influence purchasing decisions in the cosmetic industry. Additionally, research can be conducted to examine the impact of social media on consumer behavior in the cosmetic industry.

Limitations of the Study

This study has several limitations. Firstly, the study only involved 200 female respondents, which may not be representative of the entire population. Secondly, the study only examined the factors that influence purchasing decisions in the cosmetic industry, and did not examine other factors that may influence consumer behavior.

Future Directions

References

Jackpat and EIBN. (2019). Survey on Consumer Behavior in the Cosmetic Industry.
Confirmatory Factor Analysis (CFA) method.

Appendix

Table 1: Demographic Characteristics of Respondents
Table 2: Factors that Influence Purchasing Decisions in the Cosmetic Industry
Figure 1: Distribution of Respondents by Age Group
Figure 2: Distribution of Respondents by Education Level
Q&A: Understanding the Factors that Influence Purchasing Decisions in the Cosmetic Industry

Introduction

In our previous article, we discussed the findings of a study that examined the factors that influence purchasing decisions in the cosmetic industry. The study found that product quality is the most significant factor in offline purchasing decisions, while brands and promotions are more influential on online purchasing decisions. In this article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What is the significance of product quality in offline purchasing decisions?

A: Product quality is the most significant factor in offline purchasing decisions because consumers tend to choose to try and feel the product directly before deciding to buy. This is especially true in the cosmetic industry where the results and satisfaction of users are very dependent on real experience.

Q: Why are brands and promotions more influential on online purchasing decisions?

A: Brands and promotions are more influential on online purchasing decisions because consumers are more likely to choose products based on brand strength and promotional strategies implemented by the company. A strong brand can provide more confidence to consumers, while attractive promotions can be a special attraction in online purchases.

Q: What are the implications of the study's findings for cosmetic companies?

A: The study's findings provide valuable insights for cosmetics business people in designing a more appropriate marketing strategy. Utilizing the strength of the brand and promotion on the online platform, while maintaining the quality of the product and paying attention to distribution channels in offline sales, can be an optimal approach in dealing with increasingly fierce competition in the cosmetics industry.

Q: How can cosmetic companies use the study's findings to improve their marketing strategy?

A: Cosmetic companies can use the study's findings to improve their marketing strategy by focusing on the following:

Maintaining the quality of their products to meet the expectations of consumers
Utilizing the strength of their brand to provide confidence to consumers
Implementing attractive promotions to attract consumers online
Paying attention to distribution channels in offline sales to ensure that products are easily accessible to consumers

Q: What are the limitations of the study?

A: The study has several limitations, including:

The study only involved 200 female respondents, which may not be representative of the entire population
The study only examined the factors that influence purchasing decisions in the cosmetic industry, and did not examine other factors that may influence consumer behavior

Q: What are the future directions for research in this area?

A: Future research can build on the findings of this study by exploring other factors that influence purchasing decisions in the cosmetic industry. Additionally, research can be conducted to examine the impact of social media on consumer behavior in the cosmetic industry.

Q: What are the implications of the study's findings for consumers?

A: The study's findings provide valuable insights for consumers in making informed purchasing decisions. By understanding the factors that influence purchasing decisions, consumers can make more informed choices about the products they purchase.

Conclusion

In conclusion, the study's findings provide valuable insights for cosmetics business people in designing a more appropriate marketing strategy. By understanding the factors that influence purchasing decisions, cosmetic companies can improve their marketing strategy and meet the expectations of consumers. Additionally, the study's findings provide valuable insights for consumers in making informed purchasing decisions.