Investigating the Online Shopping Pattern for Beauty Brands Most Liked by Indonesian Women

Abstract

Many Indonesian women want to look beautiful and healthy when appearing anywhere. so that many Indonesian women love to shop online choosing which beauty products are more appropriate for their needs. The development of e-commerce in the sale of beauty products has increased in recent years due to the Covid-19 pandemic where everyone is required to stay at home to avoid the spread of covid-19. With so many consumers shopping online at e-commerce, IG and Google, more and more business actors are turning their businesses online in the form of e-commerce, both large and retail companies are all switching or developing their businesses towards digital. Many branded beauty products are circulating in Indonesia, such as: Wardah, Innisfree, Purausari, Viva, Trulum, Makeover, Garnier, Laneige, Emina and Nature Republic. All types of beauty product brands are favored by Indonesian women in general. With so many beauty product brands circulating in Indonesia, companies take advantage of this opportunity, especially e-commerce, such as: Lazada, Tokopedia, Bukalapak, blibli.com, shopee, and JD.Id. This has become a fierce competition in promoting and providing big discounts on these beauty brand products where in making sales of beauty products grow rapidly in terms of marketing each of these beauty product brands; beauty products always experience an increase in sales every year.