Cosmetics Purchase Research Articles

The Influence of Advertising on Wardah Cosmetic Purchasing Decisions (Case Study of Germasa GPIB Petra Women)

Advertising plays an important role in influencing consumer perceptions and attitudes towards products, especially for well-known brands like Wardah. Advertising strategies help build a positive image and increase consumer interest. Research shows that consumers are more likely to buy products from well-known brands than lesser-known brands. Wardah, which is widely known by Germasa GPIB Petra women, allows consumers to recognize and create their image. Wardah's advantages include a halal guarantee from MUI and its availability in various online and offline stores. Quantitative research method This research examines the influence of advertising on consumer purchasing decisions based on syringe theory. The validity and reliability of the questionnaire are adequate (Cronbach's alpha 0.749). The analysis shows that the effect of advertising is very small (R² 0.030%). Although the T-test shows a significant impact (count 4.384 Table 2.0106), overall, the effect of advertising is not substantial (0.02958%). Internal and interpersonal factors are more dominant, so the syringe theory is not fully proven. Research shows that Wardah product advertisements have a significant influence on purchasing decisions (reliability 0.766 and 0.749). The hypothesis is accepted, but the R Square value of 0.030% shows a very small effect. GPIB Petra's female consumers rely more on personal experience and other factors than advertising, so advertising does not play a significant role in purchasing decisions.

Pengaruh Brand Awareness, Asosiasi Merek, Persepsi Kualitas dan Persepsi Harga Terhadap Keputusan Pembelian Kosmetik Wardah.

This research aims to investigate the impact of Brand Awareness, Brand Association, Perceived Quality and Perceived Price on Wardah cosmetic purchasing decisions among the general public in Purwokerto, using non-probability sampling techniques and involving 124 respondents. The research variables include four independent variables, namely the influence of Brand Awareness, Brand Association, Perceived Quality, Perceived Price Qualityice one dependent variable, namely purchasing decisions. The method used in this research is quantitative research and distributing questionnaires to representative respondents, namely respondents who have used Wardah products and live in Purwokerto. This questionnaire technique uses a Likert scale and distributes the questionnaire online via Google Form. Because the population in this study is unknown. In this research, determining the sample size refers to Roscoe's research. The research method used is multiple linear regression analysis, with data processing carried out using IBM SPSS 26 Statistics. The research results show that Brand Awareness and Perceived Price have a positive influence on purchasing decisions, while Brand Association and Perceived Price have a negative influence on purchasing decisions.

SNS화장품 광고에서 화장품구매행동, 소비성향, 외모관심도가 추천의도에 미치는 영향에 관한 연구 : 광고모델 매력성의 조절효과를 중심으로

The increasing use of social media is having a significant impact on online and offline purchasing behavior, as consumers share content they are interested in and exchange information. Businesses are responding to this shift by increasing their social media advertising, which has a positive impact on brand purchase behavior. This study aims to empirically investigate the influence of consumers' spending behavior and appearance interest on recommendation intention in cosmetics advertisements on SNS and the moderating effect of advertisement model attractiveness. For this study, an online survey was conducted among 568 consumers who have purchased cosmetics on SNS. SPSS 28.0 was used for statistical analysis, and factor analysis, reliability test, and multiple regression analysis were conducted. The results of this study were as follows First, the experience of purchasing cosmetics on SNS and the frequency of information acquisition were found to have a positive effect on recommendation intention. Second, spending behavioral attitudes such as sympathy and impulsivity were found to have a static effect on recommendation intent. Third, appearance orientation has a static effect on recommendation intention. Fourth, advertisement model attractiveness moderated the relationship between SNS cosmetics purchase frequency and YouTube cosmetics information acquisition frequency and recommendation intention, and advertisement model attractiveness moderated the relationship between impulsivity and appearance orientation and recommendation intention. The study found the propensity of splurge and agreeableness on spending behavioral suggests that consumers use social media to show off their social status and tend to imitate the behavior of others. In addition, the effect of appearance orientation on recommendation intention highlights the importance of appearance as a factor in consumer behavior. The moderating effect of advertisement model attractiveness suggests that it is important to consider the personality of the model to fit the cosmetics brand image when considering the influence of advertisement model attractiveness. This study aims to contribute to consumer behavior theory by deepening our understanding of the effectiveness of social media advertising and proposing an integrated model of recommendation intention formation. Future research should expand to a wider range of products to confirm the persistence of social media advertising effects. The results of this study can be used as a useful basis for companies to establish social media advertising strategies.

How social media influencers form Muslim consumers’ halal cosmetics purchase intention: religiosity concern

Purpose This study aims to identify factors affecting attitudes towards social media influencers (SMI) on halal cosmetics products. It subsequently examines how the latter stimulates consumers’ attitudes towards purchase intentions of halal cosmetics moderated by religiosity. Design/methodology/approach This study uses a survey of samples of Muslim cosmetic consumers in Indonesia. In total, 234 respondents were selected using the purposive sampling method; a self-administered questionnaire was used to collect data from respondents. The survey data were analysed using partial least squares for structural equation modelling (PLS-SEM) to achieve the study’s objectives. Findings The findings revealed that trust, perceived expertise and perceived behavioural control positively and significantly affect attitudes towards SMI. However, the relationship between perceived credibility, subjective norm and attitude towards SMI is insignificant. In addition, the findings revealed that attitude towards SMI has a positive effect on explaining purchase intention. Notably, religiosity does not moderate attitudes towards SMI and purchase intention. Practical implications This study provides guidelines for companies in understanding the influence of religiosity on consumption behaviour in SMI marketing era. Thus, it will enable marketers to identify the factors influencing customers’ attitudes towards SMI and develop marketing strategies that effectively increase the customers’ intentions to purchase halal cosmetics. This will result in Indonesia becoming the epicentre of the global halal industry, particularly in the cosmetic sector. Originality/value This research provides a novel perspective by investigating how SMI shapes the purchase intention of Muslim consumers on halal cosmetics.

Antecedents of Purchase Intention For Cruelty Free Cosmetics

Objective: The objective of this study is to investigate the antecedents of consumers’ intention to buy cosmetics, focusing on how environmental consciousness, perceived effectiveness, social norms, and price sensitivity influence purchasing decisions. Theoretical Framework: The research is underpinned by theories related to consumer behavior, environmental psychology, and social influence, providing a solid basis for understanding the investigation’s context. Method: A quantitative study design was adopted, utilizing structural equation modeling (SEM) for analysis. Data collection involved a survey of 201 cosmetic users in Brazil, with questions measuring environmental consciousness, perceived effectiveness, social norms, and price sensitivity. Results and Discussion: The results revealed positive relationships between the constructs analyzed and the intentions to buy cosmetics, with environmental consciousness having the greatest influence. These results are contextualized considering the theoretical framework, highlighting the identified implications and relationships. Possible discrepancies and study limitations are also considered. Research Implications: The research provides practical and theoretical insights into how results can influence practices in consumer behavior and marketing. Implications include developing marketing strategies, product development, and policymaking to promote environmentally conscious consumption. Originality/Value: This study contributes to the literature by expanding the understanding of factors influencing cosmetic purchasing intentions, especially environmental consciousness. The relevance and value are shown by its potential to guide companies in developing products and marketing strategies aligning with consumer values and preferences, impacting consumer behavior and sustainability practices.

Verification of the Mediating Effect of Makeup Behavior Change in the Relationship Between Women’s Personal Color Diagnosis and Cosmetics Purchase Intention

Verification of the Mediating Effect of Makeup Behavior Change in the Relationship Between Women’s Personal Color Diagnosis and Cosmetics Purchase Intention

Consumption value and context-specific attributes: the moderating effect of social class on Halal cosmetics purchase intention

Consumption value and context-specific attributes: the moderating effect of social class on Halal cosmetics purchase intention

TikTok influencers’ credibility and its impact on local cosmetic purchase intention

Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., trustworthiness, expertise, and attractiveness) and their influence on consumers’ purchase decisions. Using a quantitative approach, data were collected via an online Google Form survey targeting female TikTok users aged 18 to 34, who are currently residing in the Greater Kota Kinabalu area. The study adjusts established measurement items for TikTok and analysed data using SmartPLS 4.0. Results indicate that the trustworthiness and attractiveness of TikTok influencers positively affect consumers’ intention to purchase local cosmetics, while expertise shows no significant impact, possibly due to the target audience’s age and familiarity with cosmetics. These findings have practical implications for cosmetic brands, highlighting the importance of trustworthiness and physical attractiveness in influencer endorsements, thus offering valuable insights for the cosmetic industry.

Do Environmental-Related Factors Stimulate Consumers' Green Cosmetic Purchase Intention?

Do Environmental-Related Factors Stimulate Consumers' Green Cosmetic Purchase Intention?

모바일 화장품 앱 활용현황 및 소비자의 구매행동이 구매만족도에 미치는 영향

While the mobile environment is rapidly absorbing new beauty-related information, the information of mobile cosmetics apps is playing an important role in changing women's personality, beautiful appearance, and life. The purpose of this study is to understand the characteristics of mobile cosmetics apps from this point of view, and through this, the effect of cosmetics apps' utilization status and cosmetics consumers' purchasing behavior on purchase satisfaction. This study was conducted as an empirical analysis through theoretical consideration and questionnaire method. Previous studies, academic journals, reports, and presentation data were collected and analyzed to understand the characteristics and current status of the cosmetics market, and cosmetics purchase behavior through mobile cosmetics apps was analyzed. A questionnaire was conducted and empirical analysis was conducted to analyze the cosmetics purchase behavior, satisfaction, and usage status of cosmetics apps by consumers through the app. The results of the study are as follows. The group that uses mobile cosmetics apps the most is office workers under their 20s, and the preference for cosmetics apps is Olive Young, which is rich in product information, because it is well suited to the lifestyle of the 20s. Housewives in their 50s used offline more than apps. Through this, it can be seen that people in their 20s who are familiar with smartphones use mobile cosmetics apps more than those in their 50s who have difficulty using smartphones. As a result of analyzing the factors affecting the satisfaction of purchasing cosmetics through mobile cosmetics apps, acquisition of makeup information and easy purchase channels were found to have a great influence on purchase satisfaction.

DO FEMALE GENERATION Z HAVE PURCHASE INTENTION ON GREEN COSMETIC BASED ON THEIR ENVIRONMENTAL KNOWLEDGE, ENVIRONMENTAL CONCERN, HEALTH CONSCIOUSNESS, ATTITUDE AND SUBJECTIVE NORM?

This study aims to explore the influence of environmental knowledge, environmental concern, and health awareness on the purchase intention of green cosmetics with the mediation of subjective norms and attitudes towards green cosmetics. The object of this study is green cosmetics and 400 female respondents aged 18-23 years in the area of Jabodetabek with a non-probability method of purposive sampling technique. Empirical data processing using partial least square (PLS) software. Nine hypotheses were proposed and all hypotheses were well accepted. The results prove that environmental knowledge, environmental concern, and health awareness have a positive and significant influence on the purchase intention of green cosmetics. Subjective norms and attitudes towards green cosmetics mediate between the independent variables and green cosmetics purchase intention. Improving environmental knowledge, environmental concern, and health awareness is the key to increasing the purchase intention of green cosmetics among consumers.

Investigating EWOM and halal product knowledge on gen Z’s halal cosmetics purchase intentions in Pakistan

Purpose This study aims to improve the theory of planned behavior (TPB) model by incorporating electronic word of mouth (E-WOM) as a factor influencing attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC). The main goal is to study Generation Z’s intention to purchase halal cosmetics. In addition, the research examines how halal product knowledge (HPK) influences the relationships between ATT, SN, PBC and the purchase intention of halal cosmetics. Design/methodology/approach Data were collected using self-administered questionnaires from two superstores in Karachi, Pakistan, with 265 valid responses. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling. Findings The results revealed that EWOM significantly influences ATT, SN and PBC. ATT and PBC both significantly affect purchase intention (PI), while SN has a nonsignificant influence on PI. In addition, the study found HPK only moderates the association between ATT and PI, while moderating influence HPK does not exist in the relationship between (SN and PI) and (PBC and PI). Research limitations/implications This study focuses on the Halal cosmetics industry in Pakistan and explicitly targets Generation Z individuals in a particular cultural environment. The aim is to examine how applying the same research design in different sectors and countries can lead to different results. In addition, the study primarily includes Gen Z consumers of halal cosmetics. Collecting data from other generational groups for future studies, such as generations X and Y, would be interesting. Originality/value This research contributes to the existing literature on halal consumption by introducing the concept of E-WOM as a factor within the TPB model. This study is particularly groundbreaking as it examines how Gen Z Pakistani Muslim consumers’ behavioral intentions toward halal cosmetic products are influenced by their HPK using the TPB model. Additionally, the paper presents an extended TPB modeling framework that could be valuable to researchers, marketers and halal experts.

The influence of electronic word of mouth on green cosmetics purchase intention: evidence from young Vietnamese female consumers

PurposeThis study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors.Design/methodology/approachData were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling.FindingsThe results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude.Practical implicationsTherefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle.Originality/valueThe study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).

Investigating factors that influence the purchase behaviour of green cosmetic products

The escalating global concerns regarding sustainable development issues have transformed the landscape of consumer behaviour, urging businesses to incorporate green practices and raise awareness among consumers. There is an ongoing debate concerning attitude-intention and product category gap. The study aims to bridge this gap by investigating the green cosmetic purchase behaviour of female consumers in South Africa by exploring factors such as awareness, product information, product availability, environmental concern, perceived barriers, perceived price, and attitude. The study employs the alphabet theory, previously utilised in qualitative research, to quantitatively examine the relationship between various factors and green cosmetic purchase intention. By applying this theory, the study contributes to its expansion and offers a unique framework for understanding consumer behaviour in the green cosmetic industry.This study collected data by conducting an online and face-to-face survey with 295 South African consumers. The results revealed that perceived price and attitude significantly influence the purchase intention of green cosmetic products amongst females in South Africa. While awareness, product information, product availability, environmental concern and perceived barriers needed a mediating variable (attitude) to influence the purchasing intention of green cosmetic products of female consumers in South Africa. The study highlights the practical implications for marketers by providing insights into designing effective green marketing strategies. The study's findings can aid marketers in tailoring their communication and developing a targeted green marketing mix that resonates with female consumers in South Africa.

The Correlation between Self-esteem and Personal Characteristics of MZ Generation's Cosmetics Purchase

In modern society, each individual's personality is important and aesthetic standards are changing day by day. It is also a human instinct to emphasize beauty from others. It is emerging as an important factor in purchasing cosmetics that express these aesthetic needs. In this study, the purpose of the study on the effects of cosmetics purchase, self-esteem, and personal characteristics targeting the MZ generation, which is currently the most actively consumed and socially active, is as follows. First, we examine the difference in self-esteem from purchasing cosmetics with general characteristics. Second, it examines the difference in personal characteristics according to the purchase of cosmetics with general characteristics. Third, we examine the correlation between self-esteem and personal characteristics of MZ generation's cosmetics purchase. Fourth, it examines the effect of self-esteem on personal characteristics of MZ generation's cosmetics purchase. All empirical analyses in this study were verified at the significance level of 5%, and statistical processing was analyzed using the SPSSWIN 21.0 program. Specific analysis methods are as follows. 1. Frequency analysis was conducted to find out the general characteristics of the survey subjects. 2. A factor analysis was conducted to verify the validity of the questions on self-esteem and personal characteristics, and the reliability was judged by Cronbach's coefficient. 3. Descriptive statistical analysis was conducted to find out the average and standard deviation of self-esteem and individual characteristics. 4. To find out the difference in self-esteem and individual characteristics according to the general characteristics of the survey subjects, t-test and one-way variance analysis were conducted, and significant differences were tested at p<.05 through Scheffe's multi-range test. 5. Correlation analysis was conducted to find out the relationship between self-esteem and personal characteristics. 6. Multiple regression analysis was conducted to find out the effect of self-esteem on individual characteristics. The results of this study are summarized as follows. First, the difference in self-esteem according to the general characteristics of the survey subjects was significant in the difference in self-esteem according to age, marital status, and the number of cosmetics purchases. Second, in the difference in individual characteristics according to the general characteristics of the survey subjects, the difference in individual characteristics according to gender, age, and number of cosmetics purchases was significant. Third, in the correlation between self-esteem and individual characteristics, individual characteristics had high positive correlations in the order of self-esteem optimism, interpersonal relationships, and confidence. All were found to have a high positive correlation with self-esteem. Fourth, as a result of conducting multiple regression analysis to find out the effect of self-esteem on individual characteristics, the estimated model was found to be significant as a result of variance analysis on the model. It was significant as a result of conducting multiple regression analysis to find out the effect of self-esteem on optimism. It was significant as a result of multiple regression analysis to find out the effect of self-esteem on self-efficacy. It was significant as a result of multiple regression analysis to find out the effect of self-esteem on resilience.

The Study of TikTok Beauty Content Characteristics on Male Consumers' Cosmetic Purchase Intentions -Creator Attractiveness and Content Information Reliability as Mediator Variable-

The Study of TikTok Beauty Content Characteristics on Male Consumers' Cosmetic Purchase Intentions -Creator Attractiveness and Content Information Reliability as Mediator Variable-

Influence of K-Pop Celebrity Endorsements and Premium Promotions on Cosmetics Purchasing Decisions: Evidence from Indonesian Idol Fans

Influence of K-Pop Celebrity Endorsements and Premium Promotions on Cosmetics Purchasing Decisions: Evidence from Indonesian Idol Fans

CONSUMERS’ OPINIONS ON THE USEFULNESS, UNDERSTANDABILITY, AND RELIABILITY OF PRODUCT CLAIMS ON NATURAL COSMETICS PACKAGING

Packaging and its integral elements can be among the carriers of product claims, which often encourage consumers to purchase cosmetics, and many make purchasing decisions based on them. There is, therefore, a tendency to put an increasing number of claims on packaging; these, according to requirements, should be useful, understandable, and reliable. This article aims to determine the importance of information placed on packaging during the purchase of natural cosmetics in comparison with other packaging elements, and to assess the usefulness, understandability, and reliability of selected groups of product claims placed on natural cosmetics packaging. The results confirm that the information placed on the packaging of natural cosmetics is an important element to which consumers pay attention. The most useful, understandable, and reliable claims are performance claims, ingredient-related claims, and environmental claims.

The Study of Artificial Marketing tools used in Indian Cosmetic Industry and its impact on Consumer Behaviour

This research paper investigates the profound influence of Artificial Intelligence (AI) marketing tools on consumer buying behaviours within the burgeoning landscape of the cosmetic industry. With technology becoming increasingly intertwined with beauty and personal care, this study aims to dissect the multifaceted relationship between AI interventions and consumer choices.
 Through a comprehensive review of existing literature, the research seeks to identify patterns and trends in how AI-driven marketing strategies shape the decision-making processes of cosmetic consumers. The study focuses on a spectrum of AI tools employed in the industry, including virtual try-on experiences, personalized product recommendations, and AI-powered chatbots, exploring their impact on consumer perceptions, preferences, and purchasing decisions.
 The descriptive analysis will unveil the nuances of how AI algorithms interpret and respond to individual consumer data, tailoring marketing strategies to align with diverse beauty preferences. Furthermore, the research will explore the role of augmented reality in transforming the cosmetic shopping experience, offering consumers a virtual lens into product usage before making informed choices.
 By shedding light on the intricate interplay between AI marketing tools and consumer behaviours in the cosmetic industry, this paper aims to provide valuable insights for cosmetic brands, marketers, and policymakers. Understanding the dynamics of this relationship is crucial for the industry's stakeholders as they navigate the evolving landscape of beauty and technology, ensuring that AI interventions not only meet consumer expectations but also contribute positively to the overall cosmetic purchasing experience.

Pengaruh Presepsi Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Kosmetik Pinkflash pada Mahasiswi FEBI UIN SATU Tulungagung

This research is underpinned by the price offered by the cosmetic product pinkflash that is relatively cheap, besides that the product has good product quality as well as has an excellent brand image, so this product has become a popular product among teenagers to adult women. The purpose of this research is to (1) determine the impact of price prescription, product quality and brand image simultaneously on the purchase decision of pinkflash cosmetics. (2) To know the influence of pric prescription on the decision of purchase of Pinkflash Cosmetic products. (3) To know how the quality of the product affects the decision on purchase of the pinkflush cosmetic product. This research uses a quantitative approach to the type of research used, which is associative, which explains the relationship between variables. The sample sampling method used in this study is non probability Sampling, with the population being students of UIN ONE Bone who have used or are using pinkflash cosmetic products. The data collection technique used is a questionnaire by giving a written statement to the respondent to be answered. The results were then analyzed using trials in SPSS 16. The results of the research showed that: (1) price prescriptions, product quality and brand image simultaneously and significantly influence the purchase decision of pinkflash cosmetics (2) price prescription does not have a positive influence on the decision of purchase of pinkflash Cosmetics (3) product quality has a positive and significant influence upon the decision to purchase pinkflash cosmetic products (4) brand image has a positively and significant effect on the purchasing decision of pinkflash Cosmetic Products.